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.
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.
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.