Vijeta Singh
Founder · Creative Director
Studios:Rare Ideas
In their own words
Made from scratch is commonly understood as a way of preparing food. For Handmade, it needed to function as a broader standard. It reflects a clear choice: effort over shortcuts, consistency over spectacle, and familiarity over constant change.
Children are treated as active participants rather than secondary visitors. Coasters designed to be drawn on transform a functional object into a moment of making.
The narrative, design language, and experience operate as one system. Care is not communicated through messaging alone. It is visible and experienced.
Articles & interviews
- What the rebrand of an Indian café can teach us about the power of one idea
Creative Boom’s article by Tom May explores Rare Ideas’ rebrand of Handmade Café in Pune, India. The project centers on the concept of 'made from scratch,' expressed through tactile, craft-inspired design elements and participatory touchpoints like drawable coasters. The piece highlights how a single guiding idea can unify brand identity, experience, and storytelling.