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Redemption Roasters

Packaging, Identity, Logo, Website

Learning skills in prison is one of the most successful ways to reduce reoffending rates. For Redemption Roasters – a new specialty coffee roastery and barista training centre at YOI Aylesbury – we wanted to make a bold brand the young offenders would be proud to work for.

Redemption Roasters

Packaging, Identity, Logo, Website

Learning skills in prison is one of the most successful ways to reduce reoffending rates. For Redemption Roasters – a new specialty coffee roastery and barista training centre at YOI Aylesbury – we wanted to make a bold brand the young offenders would be proud to work for.

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Redemption Roaster

To emphasise the innovative prison roastery’s approach to teamwork and skills learning, we crafted a set of playful illustrations that spoke to our big idea of community, machinery, craft and technique coming together in an idiosyncratic way. Alongside, we created a strong and simple logo that plays with the two Rs of Redemption Roasters, forming a keyhole shape to evoke the great potential being unlocked in the participating trainee baristas.

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Finding the tone of voice and brand strapline – Raising The Bar – we celebrated the entrepreneurial spirit of the project and its founders through storytelling. Overall, we wanted the design and words to be beautiful, light-hearted and useful, with the real ambition to create a brand that the young offenders would be proud to be part of, particularly on release when the company continues its support by helping individuals find job placements outside.

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