Brewbird branding created for coffee shop staffed by ex-offenders

Spencer du Bois has designed the Brewbird brand to challenge stigma and communicate the values of the business.


Spencer du Bois has created the branding for Brewbird, a coffee shop business which trains and employs ex-offenders as baristas.

The Brewbird business was set up to challenge preconceptions about ex-offenders and give them the confidence to step back into society while providing them with an employable skill that is in demand.

Changing minds and challenging stigma

Charity St Giles Trust, which works with ex-offenders, is behind Brewbird. Social enterprise manager Jonathan Smith tasked the consultancy with evocing the Brewbird business model and message.

In practical terms the brand needed to raise the profile of Brewbird and tell its story clearly and directly to change minds and challenge stigma, according to Spencer du Bois creative director Claire Biscard.

“Cheeky attitude of the Brewbird character”

“I love the determination and vision behind the whole concept of Brewbird and their powerful belief in giving ex-offenders a second chance.

“The branding and cheeky attitude of the Brewbird character captures this spirit and energy. It’s helping to tell their story, change minds, challenge stigma and sell coffee with a conscience,” says Biscard.

The brand also needed to have “potent commercial appeal” by demonstrating clearly that coffee and cake is being sold she adds.

Brewbird has just opened and it is operating in east London and south London locations with plans to expand.

Hide Comments (5)Show Comments (5)
  • Verity Wheatley April 21, 2016 at 9:05 am

    Love the use of the finger prints on the reward card – so simple and clever.

  • C G April 21, 2016 at 12:42 pm

    (Some) Positive statements with the copy backed up with negative visuals which reinforce the stigma rather than challenge it.

    If Brewbird is to help “…ex-offenders and give them the confidence to step back into society…” then surely it should be about them leaving their past (& the negativity attached to it) behind and giving them a fresh start – not shackling them to it for the sake of a gimmick.

  • Marlene Greenhalgh April 22, 2016 at 10:21 am

    Do they serve porridge?

  • Shaughn McGurk April 26, 2016 at 5:59 am

    Hey why not put the barrista’s police mug shots on the wall to let everyone know who the team are. Do me a favour. I’m with CG. This is a crass, patronising insult. The ex cons have already done their time, why rub their noses in it for the sake of some graphic ‘wit’. Ugly.

  • Olvia ODolan July 7, 2016 at 8:45 pm

    I wish Irish prison service would have this service of volunteers to help and beftend prisoners?
    .Thank you.

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