To capture the bubbly, starry-eyed optimism evoked by the Watermeon Matcha Spritz and Mango Passionfruit Matcha, we found inspiration in vintage magazine advertorials and 1980's airbrush art. I developed an art direction which hinged on bright blue skies, bold typography, and ingredient shots that exploded with energy, and applied it across retail, social, and web.

The campaign went beyond the store with the creation of BSAA - the Blank Street Athletics Association, an imaginary sporting organization which gave us the chance to incorporate our hydrating matchas into customers’ active lifestyles. Our first activation was a co-branded Padel popup which appeared across London, Manchester, and New York.

After the success of our Padel activations, we partnered with Forest to create the Blank Street Cycle Thru. We built matcha kiosks along a bike path in London’s Clapham Common, and served over 4,000 free drinks to passing bikers and pedestrians, inviting customers to experience the brand in an unexpected setting and generating over 200 social tags across TikTok and Instagram.