Blenz Coffee is a global cafe chain founded in Vancouver, BC. The brand prides itself in using best-quality ingredients for their food and beverages. Loved by the locals, Blenz provides a comfortable space for customers to work, relax, and socialize. From our research, there are two main groups of customers—the baby boomers and the millennials. While the first group of customers visits the cafe to relax or socialize, the second group visits the cafe to study or work. As coffee is often directly associated with work productivity, we developed a central idea that encapsulates the beauty of both—"Respect the Grind". Not only does it convey the brand's mission to provide premium beverages, but also honour the seemingly tedious, mundane daily grind.