Elephant & Co. (ECO) A Return to Form
When Pune’s beloved neighbourhood bar, Elephant & Co. (ECO), asked Rare Ideas to help with its 2025 relaunch, the brief wasn’t about chasing trends, it was a brand revival. Founded in 2016, ECO had always been less about slick cocktails and more about belonging: a place where regulars felt seen, safe, and at home. But after years of pandemic disruption and operational challenges, its soul had dimmed, and “we used to go” became a common refrain among its community.

Rather than reinventing the bar, we rebuilt it around what made it special in the first place. Our strategy focused on deep rituals of belonging: warm recognition at the door, a tightly curated menu, and service that builds trust, especially in the first and final moments of every visit. These principles guided every decision, from tone of voice to place design.

Visually, we crafted a brand identity that feels both familiar and grown-up. Classic typography, warm accents, expressive illustration, and user touchpoints like coasters, wayfinding, and handwritten notes reinforce a sense of personal connection. The voice is clear, witty, and deeply human, never transactional.

We also reimagined the guest experience. We simplified menus, rewrote service scripts for genuine interactions, and choreographed moments throughout the evening (entry, seating, closing) to reinforce ECO’s emotional cadence. Every customer should feel like a recognized member of the ECO family.

Internally, we built a “living archive” of regulars through “Humans of ECO”, turning guests into characters in ECO’s ongoing story. Our community-focused growth strategy eschewed discounts and deals. Instead, we leaned into memory and ritual: nostalgia campaigns, loyalty gestures, personal outreach, and culturally resonant programming.

The outcome? A bar that feels like itself again, not because we changed what it was, but because we brought back what made it matter. Through this transformation, ECO didn’t just reopen. It reopened as home.