Kalyani Nagar, Pune in India has many cafés. But one new space stands out from the crowd. Handmade was built to encourage repeat visits, consistent relationships and a slower rhythm of hospitality. This is in contrast to its surrounding cafés, which don't seem to be designed for spending lots of time in, especially not with children.
Rare Ideas designed an identity that would match the café's ethos of a caring, calm space to spend time. Its positioning was defined as 'Handmade is a community living room, built on the belief that care is something you can see, touch and feel.' Every rebrand needs a strong positioning, as you'll see from the winners of the Brand Impact Awards 2025.
