Change Please

An instrumental role was played in redefining the rebranding of Change Please, a social enterprise using coffee as a means to tackle homelessness. Working with FSC, the development of a cohesive brand strategy and visual concept was achieved in just two weeks, aiming to elevate the brand’s purpose-driven mission while positioning it as a premium coffee brand.

Task

The task was to create a brand framework that would not only enhance Change Please’s identity but also communicate its core mission of ending homelessness through coffee. The challenge was to blend this social purpose with a premium brand positioning, appealing to both B2C and B2B markets.

Client

FSC for Change Please
Role

Branding, Art Direction
Location

London, Uk

The task was to lead the rebranding of Change Please in collaboration with FSC, aligning the brand’s visual identity with the strategic goal of positioning it as a premium coffee brand with a strong social mission. The challenge was to create a brand framework that would resonate in both B2C and B2B markets while preserving the core mission of Change Please: ending homelessness through coffee.

The main challenge in the rebranding was to craft a visual identity that could stand out in a competitive market dominated by major players with significant brand recall and larger marketing budgets. The goal was to balance the brand’s socially driven mission with the premium expectations of modern consumers, ensuring that neither product quality nor the powerful message of social change was compromised in the process.

In the broader strategic work of FSC, a pivotal role was played in shaping the visual and conceptual aspects of the rebrand. This involved reimagining the brand identity by merging the emotional storytelling of the “Employment First” initiative with a refined, premium positioning. Drawing on FSC’s research into market trends and user insights, a new brand aesthetic and communication strategy was designed to seamlessly convey both the quality of the coffee and its profound social impact. The brand’s new identity was anchored in authenticity while creating a more premium appeal.