← All work Brand and design · Blenz Coffee · 2026

From a brand guideline to the TVs in the store.

The b. mark, bag stickers, totes, uniforms, gift cards and India menu boards for Blenz Coffee, a Vancouver coffee franchise. Designed at FSH Design by Jastej Sehra, Senior Product and AI Strategist.

ClientBlenz Coffee, Vancouver
StudioFSH Design
DesignerJastej Sehra
WorkBrand, packaging, merch, menus
10coffee bag sticker directions explored
27rounds to the final tote
14versions of the menu boards
17versions of the gift card

One brand, built as a system

The need

Blenz needed one brand that held together across bags, uniforms, cards, menus and a new store in India.

The approach

Instead of designing one deliverable at a time, the work began as a system: a collection-based library of marks, colours, type, patterns and layouts. A shared kit of parts that every piece is built from.

The result

Every new piece starts from that library, so it arrives on-brand, quickly, and can scale to the next product, store or market.

Brand foundations

The b. mark, the guideline, the logo kit and a set of brand-direction renders: the library every other piece draws from.

The Blenz b. mark: a lowercase b followed by a full stop
The blenz wordmark

The b. mark and the wordmark. One heavy lowercase letter and a full stop, built to hold up at the size of a tumbler print or a storefront.

Brand-direction render: a Blenz storefront at dusk with the b. mark on the window
Brand-direction render: a Blenz store interior with menu boards and a pastry counter
Brand-direction render: a barista pouring milk into a Blenz cup

Brand-direction renders. Concept imagery made with generative tools to set the look and feel of a Blenz store. They are not photographs of a real location.

Coffee bag labels

Ten sticker directions were explored before one went on the 1 kg and 500 g bags. Drag, swipe or use the arrows.

  1. Final 1 kg bag label, front: signature espresso with a big b. and an espresso pour
  2. The final 1 kg label on a white bag mockup
  3. Final 500 g bag label, front
  4. The final 500 g label on a white bag mockup
  5. Sticker direction 1: yellow label with a big b. and a roast seal
  6. Sticker direction 5: cream label with a plum and pecan still life
  7. Sticker direction 10: navy label with flowing shapes
  8. Back label for the 1 kg bag with ingredients and storage details
  9. Back label for the 500 g bag
1 kg label, final
The 1 kg label, frontThe 1 kg label, back, with tasting notes and storage details
1 kg label. Front and back.
The 500 g label, frontThe 500 g label, back
500 g label. The same system, recomposed for a smaller bag.

People

Team uniforms and jerseys in the same design language, so the brand is worn as well as printed.

Five team members in Blenz uniforms: a denim apron with a big b., navy and rust polos, a black hoodie and a rust crew-neck
Team uniforms. Polos, a crew-neck, a hoodie and a denim apron, each carrying the b. mark.
Team jersey tee with an all-over navy, yellow and rust print, front and back Navy jersey apron with the b. mark and a flowing stripe Team jersey hoodie with the same all-over print, front and back
Team jerseys. One all-over print across a tee, a hoodie and a matching apron, with blenz as the name on the back.

Merch

Totes, tumblers, cup sleeves and napkins, composed from the same kit of marks, colour and illustration.

Cream tumbler with a large navy b. Yellow tote, front with illustrated drinks and pastries around the b., plain back Natural canvas tote, front with a small b. and pastries, back reading smile after every sip Navy tumbler with the blenz wordmark and a yellow curve
Totes and tumblers. The final totes came after 27 rounds; the tumblers carry the mark and the wordmark.
A yellow Blenz cup with a navy sleeve carrying the b. mark
Cup sleeve. Mockup.
A folded kraft napkin printed with the b. mark and smile after every sip
Napkin. Mockup.
Blenz paper bags, a cup, stickers and a business card in yellow and navy
Paper bags and takeaway. Mockup.

Cards

A gift card, a holder and a coupon, built from shared parts. The gift card alone went through 17 versions.

Three Blenz gift cards in rust, yellow and navy, each with a drink illustration
Gift cards. Three colourways. Mockup.
Gift card holder, printed flat, with a 2-for-1 offer
Blenz gift card, front Blenz 2-for-1 coupon Blenz business card, front
Print, ready to send. Gift card holder, gift card, 2-for-1 coupon and business card.

Process

Systems thinking, in six stages. Each stage has a plain-language version beside it.

  1. 01

    Discover

    Understand the brand's heritage, its stores and every surface that needs to feel like one.

    Look closely at what already exists before designing anything new.

  2. 02

    Define

    Set the brand rules: the b. mark, the guideline and the logo kit.

    Agree what “on brand” means before drawing anything.

  3. 03

    Build the library

    Colours, type, the ribbon pattern, illustration, layout grids and product renders become reusable building blocks, organised as a modular, collection-based design language.

    A kit of parts, like a design Lego set.

  4. 04

    Compose

    Assemble each deliverable from the kit: labels, totes, uniforms, cards and menus.

    New pieces are put together from approved parts, not drawn from scratch.

  5. 05

    Review and refine

    Versions, side-by-side comparison and small corrections until each piece is right.

    Look at it, fix it, look again.

  6. 06

    Ship and scale

    Print files, screen files and hosted links. The same kit extends to new items without starting over.

    What works for one product carries to the next store or market.

The result is a brand that stays consistent while the work gets faster: each new deliverable inherits the rules instead of reinventing them.

AI as a design instrument, with a designer in charge

AI is used where it adds range and speed inside the brand framework: exploring directions, producing realistic mockups and store imagery, cleaning up photography, preparing and checking production files, and building small tools so the team can review and organise assets.

Art direction, taste, brand rules and final decisions stay human. Every output is reviewed, corrected and approved by the designer before it ships.

  1. Brand rules and library

    Marks, colours, type, patterns and layouts, agreed first.

  2. AI-assisted exploration and production

    Directions, mockups, photo clean-up and file checks, all inside the rules.

  3. Designer review and sign-off

    Art direction, taste and final decisions stay human.

Brand-direction renders and the store photo clean-up use generative AI; menu screens and print files are built from the final design files.

Led by Jastej Sehra, Senior Product and AI Strategist at FSH Design.

The brand online

Two public sites that put the whole brand in one place.

Screenshot of the Blenz brand guidelines website

Brand guidelines

Logo, colour, type and usage rules in one place the whole team can open.

Open the guidelines site
Screenshot of the Blenz brand showcase website

Brand showcase

The brand-direction renders, shown as a walk through a store.

Open the showcase

FSH Creative Hub: the team's shared creative workspace for reviewing and organising brand assets.

Credits

Client
Blenz Coffee, Vancouver
Studio
FSH Design
Design
Jastej Sehra, Senior Product and AI Strategist

Created at FSH Design, an established Canadian design agency that serves brands and franchises. Design by Jastej Sehra, Senior Product and AI Strategist. This work was created as part of FSH Design's brand work for Blenz Coffee.

Next case study · Product buildCrit: the creative review workspace for agency teamsRead it →

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