Brand Tone

rebellious, daring, and exclusive

Brand Values

• •Originality and Non-conformity
• •Exceptional Quality
• •Curated Experience
• •Exclusivity

Best Practices

• •Use Confident and Provocative Language: Employ words like "dare," "defy," "rebel," "lunatics," and "brave" to maintain the edgy and non-conformist tone.
• •Embrace Exclusivity: Address your audience as if they are part of a select club. Use phrases like "for the dedicated," "only for the brave," and "our secrets."
• •Create a Sensory Experience with Words: Connect the experience of drinking coffee to other curated tastes, like music. Use descriptive language that evokes unique flavors and sounds, such as "notes you've never tasted."
• •Stay Visually Cohesive: Ensure that photography and videography match the "rare" and "curated" aesthetic. Use artistic, high-contrast, or moody visuals that stand out from typical bright and airy cafe branding.
• •Reinforce the "Why": Consistently tie the product back to the core value of being different. The hashtag #NoSomosCualquierCafé is a powerful tool for this and should be used consistently to build brand recognition.

Social Perception

likely perceived by its target audience as a supplier of high-end, artisanal coffee. It appeals to discerning coffee drinkers who prioritize quality, rarity, and a brand story that resonates with their own sense of individuality. The marketing targets consumers who see coffee not just as a beverage but as a statement and a part of their identity. The 'in-the-know' appeal is likely strong among its customer base.

Copy Examples

• •Headline: Tired of the same old brew? Body: Your morning routine is calling for a rebellion. Raro Cafe is for those who seek the strange and find the extraordinary. Our 'Rebel' Limited Edition is here to challenge your taste buds. Are you brave enough? #NoSomosCualquierCafé Call to Action: Dare to Taste.
• •Text: Roasted by lunatics. Brewed by visionaries. Enjoyed by you. This isn't just coffee. This is a statement. Call to Action: Discover Our Blends.
• •Image: A bag of 'Authentic Blend' next to a vinyl record player. Caption: Your perfect weekend soundtrack deserves an equally curated coffee. Our Authentic Blend offers flavors that are anything but ordinary. Sip something different. #RaroCafe #SpecialtyCoffee #VinylLovers
• •Subject: For Your Ears and Taste Buds Only. Body: You're one of us, so you get to know first. We just dropped a new micro-lot that's as unique as that rare vinyl you've been hunting for. This is 'Striking Gesha'—and it lives up to its name. Limited quantities available for the truly dedicated. Call to Action: Claim Yours Now.
• •Video: Quick cuts showing the coffee bag, beans being ground, a pour-over brew, and someone taking a satisfying first sip with a confident look. On-screen text: Normal is boring. Drink Raro. Sound: An indie/alternative music track. Caption: Life's too short for average coffee. #RaroCoffee #DareToBeDifferent #SpecialtyCoffee