Brand Strategy · Campaign Concept · Marketing · 2026
Blank Street x Eadem Collab and Pop-Up
A concept campaign pairing Blank Street's matcha flavors with Eadem's lip balm shades into a limited-edition collection and a 3-day pop-up in New York City.
Brand Strategy · Campaign Concept · Marketing · 2026
A concept campaign pairing Blank Street's matcha flavors with Eadem's lip balm shades into a limited-edition collection and a 3-day pop-up in New York City.
Role
Brand strategy and brand activation planning · Concept project
Timeline
2026
Deliverables
Campaign strategy, flavor-and-shade collection, pop-up activation plan, rollout timeline
Tools
Strategy · Canva
The concept
Blank Street is a trendy coffee and matcha chain known for creative matcha flavors, and has run real-world brand takeovers before. Eadem is a skincare and lip brand founded by women from distinct cultural backgrounds, known for naming their shades after personal food memories instead of generic descriptors. The premise behind this campaign is that both brands already treat flavor as a storytelling device rooted in specific personal and cultural memories, which makes a shared flavor-and-shade collection feel native to both, not like a bolted-on collab.
A trendy coffee and matcha chain known for creative matcha flavors. Has already run real-world brand takeovers before.
A skincare and lip brand founded by women from distinct cultural backgrounds. Known for naming shades after personal food memories rather than generic descriptors.
Why this partnership?
Both brands treat flavor as a storytelling device rooted in specific personal and cultural memories, rather than a general description.
Blank Street audience
Eadem audience
Where they overlap
That overlap in age, shopping behavior, and social habits is what makes a joint collection and pop-up worth running: the same person is a plausible customer for both brands already, and both audiences are used to discovering products through content rather than advertising.
The collection
Each matcha flavor is paired with the Eadem lip balm shade closest to it in color and story, so the pairing reads as one idea instead of two products stapled together.
I built the collection around existing Eadem lip balms instead of new formulas. Limited-time drinks are much easier to create than manufacturing new lip balm flavors, and Blank Street has already released several limited-edition collab drinks, so the format is one the brand knows how to run.
Guava Matcha Spritz
Guava Fresca
Churro Matcha
Churro de Canela
Fig Sauce Matcha
Fig Sauce
Hibiscus Bissap Matcha
Bissap Glaze
Brown Sugar Boba Matcha
Boba Bounce
With every matcha purchase from the collection, customers get a free mini balm in the matching shade, so the pairing is something people leave with, not just something they see on a menu board.
The pop-up
Sensory Bar
Visitors taste a shot of each Blank Street matcha flavor and smell a scent card of each Eadem balm, then choose their favorite pair before buying anything.
Matcha Bar & Cashier
Any custom Blank Street matcha purchase comes with a free mini Eadem lip balm in the matching shade, so the collection is something every customer takes home.
Photobooth
Visitors take photos with their drink and balm, then post and tag to spin a wheel for a free gift or coupon, and keep a physical photo strip.
Visitors move through the space in one direction, from a sampling station through the products themselves to checkout and a photobooth on the way out, so every stop leads naturally into the next. The sensory bar comes first and sits where people walking by can see it through the front window or open door, since it is the main attraction and the best way to draw them inside.
The rollout
The campaign is designed to build anticipation before the pop-up opens, then keep producing content through all three days it runs.
3 weeks before
A first post hints at a big collaboration and new flavors without naming it, to generate buzz. Influencer outreach begins so creators can plan the event into their calendars.
2 weeks before
The Blank Street x Eadem collaboration is revealed, with photos and videos of the paired products posted throughout the week.
1 week before
Content shifts to the activation itself, the sensory bar and photobooth, and introduces the free mini balm with every matcha purchase.
Event days 1–3
Story posts run throughout each day, featuring visitors who tag the brands and interviews conducted on site. The final day includes a surprise creator guest for interviews.
1 day after
A recap post and video close out the campaign.
Campaign Targets
30%
Target increase in foot traffic vs. baseline
50%
Target increase in social engagement, launch vs. pre-launch
500+
Products targeted per day, both brands combined
1,000+
Target posts tagging Blank Street or Eadem
Inspiration
Before designing the pop-up, I researched both brands and pulled a moodboard of pop-ups from cafes, makeup brands, and retailers that already nail the parts of this experience I wanted to borrow from.
Custom packaging
Branded takeaway pieces that turn a purchase into a keepsake, like Rhode's Orangetheory truck collab and 818 Tequila's branded cup sleeves.
Clean, trendy counter design
Minimal, photogenic checkout counters from Carhartt, Bouche, Mono, and T2 that keep the focus on the product.
Lots of photo opportunities
Mirror-lit vanity stations like Rare Beauty's, branded photobooths from Prada and rhode, and sidewalk signage that doubles as a photo prop.
These references, all screenshots of real activations, shaped decisions throughout: the sensory bar's counter setup, the photobooth, and the packaging treatment on the collection itself.
The full deck
The original strategy deck this case study is drawn from, including the full moodboard and creative references behind the concept.
Open the full deck (PDF) ↗