About the Client

Karkhana.io is a Bangalore-based electronics manufacturing company that provides turnkey production services for OEMs, including PCB assembly, testing, box-build assembly, and product integration. Karkhana.io manages the manufacturing process through a combination of its in-house facility and a network of MSME suppliers.

Scope of Work

Brand Strategy, Positioning, Brand Messaging, Visual Identity

THE CHALLENGE
Moving Beyond a Transactional Vendor Perception

Karkhana faced four critical perception challenges that caused larger OEMs to hesitate. Here are the factors that required Karkhana a complete brand overhaul:

01
Karkhana's clients did not get to know about their speed and precision until they started working with them.
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02
The brand wasn't distinguishable in the EMS ecosystem. They were seen as an aggregator, rather than a partner.
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03
Perceived as relatively young, Karkhana's credibility had to be often rebuilt through founder-led conversations.
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04
Karkhana's presentations seemed underdeveloped, which conveyed a certain lack of maturity. Further, the logo did not showcase their heritage.
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Discovery Through Workshops and Research 
Precision audience targeting
Understanding the Category Landscape
We carried out a market scan and competitor analysis to understand how EMS companies present themselves. We assessed positioning themes that dominate the industry segment and the credibility cues used in this space. This helped establish a baseline on common messaging patterns and the positioning territories that competitors adopted.
Engagement-first content design
Defining “Who Is Karkhana Really?”
With category context in place, workshops with Karkhana's leadership team helped clarify the company's aspirations, its mission, and what it aims to be known for next. The sessions went beyond surface-level brand statements to capture the realities of Karkhana’s growth journey and the direction the team is moving toward.
Building the Brand Narrative
Naming
"Karkhana.io" carried strong equity, but ".io" was reviewed for its fit with credibility cues expected by larger OEM audiences. To retain familiarity while aligning with the next phase of growth, the name was refined to Karkhana.
Messaging
A structured messaging system was developed so Karkhana is consistently communicated as an electronics manufacturing partner, helping move perception away from a transactional vendor.
Positioning
To ensure the brand translated into real customer experience, the positioning was anchored in three behaviors:
  • Building clarity early
  • Staying responsive as requirements evolve
  • Delivering with consistent follow through
Karkhana Brand Narrative Visual
Rebuilding a Visual Identity
Karkhana Visual Identity System
Logo story
The logo is anchored in a stylised K, designed as a structured, engineered form. Its construction uses connected nodes and circuit-like geometry, creating a visual cue that is rooted in electronics and manufacturing.
Visual language
The visual language was systemised by using a repeatable pattern derived directly from the logo geometry. The two core elements that drive this system were:
  • The angled parallelogram cut of the "K"
  • A complementary circuit-node form
These elements created a consistent graphic structure that can be extended across layouts while maintaining Recognisability. The result is a scalable visual language that stays rooted in the identity system, rather than relying on standalone decorative graphics.
The works
Karkhana Works
The impact
What This Rebrand Enabled
Karkhana's new brand strategy captures who they are today and who they're ready to become.
Karkhana Brand Guideline Preview
Now, the redesigned brand reflects Karkhana's true operating strengths and positions it as an electronics manufacturing partner, not a vendor.
A distinct visual identity was engineered to distinguish Karkhana from typical EMS branding companies.
The new identity signals expertise, responsiveness, and reliability together, addressing the perception gap around maturity.
A structured messaging system was developed to function consistently across OEMs, suppliers, employees, and investors.
The repositioning and identity system establish a strategic base for Karkhana to build leadership in Indian electronics manufacturing.
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