Brand Tone

Rebellious, bold, unconventional, humorous, intriguing, and playful, embracing eccentricity and challenging norms with hyperbolic and evocative language.

Brand Values

• •Uniqueness & Non-conformity
• •Quality & Craftsmanship
• •Authenticity
• •Passion
• •Community

Best Practices

• •Embrace Hyperbole with Purpose: Use exaggerated, playful language ("lunatics," "brave," "strangest") to underscore uniqueness, but always tie it back to the quality and experience of the coffee.
• •Speak Directly to the "Rare" Audience: Use second-person ("you") to create an inclusive yet exclusive feel, addressing those who identify with the brand's unconventional spirit. Reinforce their sense of belonging.
• •Maintain a Balance of Boldness and Quality: While the tone is rebellious, always ensure the underlying message of "specialty coffee" and "delicious" quality is clear. The eccentricity should highlight, not overshadow, the product's excellence.
• •Incorporate Sensory Language and Evocative Imagery: Describe the coffee experience using strong adjectives and verbs that appeal to taste, smell, and emotion, reinforcing the "different" and "delicious" aspects.
• •Utilize Brand-Specific Hashtags and Taglines Consistently: Regularly use phrases like "#NoSomosCualquierCafé," "Fuel for the wonderfully weird," or "Taste the rebellion" to build brand recognition and reinforce key messages across all platforms.

Social Perception

A cool, niche, and high-quality specialty coffee brand for those who identify as 'different' or 'rare,' seen as an authentic and exciting alternative to conventional coffee, cultivating an image that doesn't take itself too seriously while being intensely serious about product quality, fostering a strong connection with a specific subculture.

Copy Examples

• •Forget the ordinary. Our new 'Rebel Roast' isn't just coffee; it's a declaration. Hand-roasted by our wildest alchemists and destined for the palates of the truly untamed. Experience notes of smoked cherry and dark chocolate, with an aftertaste that whispers 'defiance.' Are you brave enough to join the rebellion? 🔥 Shop now and taste the difference. #RaroCafe #RebelRoast
• •Warning: May cause spontaneous acts of genius and an insatiable desire for the extraordinary. This isn't your grandma's brew (unless your grandma's a certified lunatic, then hi, grandma!). It's Raro Café. Fuel for the wonderfully weird. ☕️✨ Link in bio to find your freakishly good fix. #SpecialtyCoffee #EmbraceTheStrange
• •Never Settle for Normal Again. Join the Raro Familia. Get your monthly dose of mind-bendingly delicious coffee delivered straight to your lair. Because life's too short for boring brews. Subscribe and stay rare.
• •Your Daily Dose of Delicious Deviance Has Arrived. Open if you dare.
• •Tired of the same old grind? Raro Café: Specialty coffee for the wonderfully strange. Taste the rebellion.