Brand Tone

Rebellious, bold, knowledgeable, confident, slightly provocative, direct, full of character, and rule-breaking.

Brand Values

• •Uniqueness and Rarity
• •Authenticity and Boldness
• •Quality and Expertise
• •Cultural Curation

Best Practices

• •Embrace the 'Raro' Mentality: Always write from the perspective of a passionate outsider. Use strong, confident language. Ask provocative questions ("Dare to try something different?").
• •Use the Language of Connoisseurs, But Keep it Edgy: Reference flavor notes, fermentation processes, and brewing methods, but frame them with the brand's rebellious personality (e.g., "lunatic roasters," "brave drinkers").
• •Connect Coffee to Culture: Consistently bridge the gap between coffee and other cultural elements, primarily music (vinyl). This reinforces the brand's unique position as a lifestyle curator, not just a coffee seller.
• •Maintain a Consistent Hashtag: Continue using #NoSomosCualquierCafé across all social platforms to build a recognizable brand identity and a community of like-minded followers.
• •Be Bold in Visuals and Text: The copywriting should match the brand's visual identity, which is described as using "bold typography, striking colors, and a graphic system that plays with repetition and contrast." Short, punchy statements often have more impact than long, meandering paragraphs.

Social Perception

A niche, high-end brand for coffee aficionados and culture enthusiasts, appealing to younger, digitally savvy audiences who value uniqueness, authenticity, quality, and exclusivity. It's perceived as 'bold, different, and real,' highly 'Instagrammable', and a curator of cultural experiences.

Copy Examples

• •They called it 'Extravagante' for a reason. We found this lot fermenting to the sound of cumbia and tasting like nothing we'd ever had. Weird? Yes. Unforgettable? Absolutely. This is not your morning commuter coffee. This is a detour. Ready for it? Link in bio. #NoSomosCualquierCafé #RaroCoffee #SpecialtyCoffee
• •TASTES UNCOMMON. SOUNDS UNHEARD OF. We pair our rarest Colombian coffee beans with curated vinyl records. Explore the collection and wake up your senses. Dare to Taste
• •The Raro 'Authentic' Blend is our origin story in a cup. It’s the result of breaking rules and trusting our palate. Expect a bold body with surprising notes of dark chocolate and a rebellious hint of citrus acidity. It's the perfect brew for starting a project, finishing a song, or just proving to yourself that coffee can be more. Strong, sharp, impossible to ignore.
• •On-screen text: 'Your morning routine is boring. Let's make it weird.' 'Raro Coffee + Vinyls.' Caption: 'Sounds and tastes you didn't know you loved. ☕🎶 #SpecialtyCoffee #VinylCollection #RaroCafe'
• •Warning: This coffee may change your standards forever.