Redemption Roasters: Rebrand by Here Design

Artisan coffee company Redemption Roasters has unveiled a new brand identity by Here Design. Each batch of Redemption Roasters coffee is prepared by inmates enrolled in a training programme at Aylesbury Young Offenders Institute, which aims to reduce reoffending rates through purposeful activity in an otherwise aimless confinement.

Here Design took inspiration from this powerful story of redemption through skill-building within the inmate population in the design of the new Redemption Roasters identity, following the journey with a series of colourful graphics, symbols and illustrations.

Here Design introduced a strong, simple logo that brings together the two ‘Rs’ of the brand name into a keyhole form to represent the unlocking of a prison door and the unlocking of untapped potential. The logo design also reflects the silhouette of a coffee roaster as an additional nod to the process behind each cup of Redemption Rosters coffee.

A secondary language uses a playful mix of colours and symbols to ensure that the Redemption Roasters brand stands out in a category dominated by craft brown – and more recently black – packaging, while telling the story of the beans from roast to cup. While the new identity highlights Redemption Roasters as pioneers for purposeful activity, the design also speaks to the redemptive powers of coffee as a restorative drink for the weary, appealing to a wider consumer audience.