Brand Tone

Sophisticated, intriguing, and quietly confident, creating a sense of exclusivity and discovery.

Brand Values

• •Rarity and Uniqueness
• •Quality and Craftsmanship
• •Sensory Experience
• •Authenticity

Best Practices

• •Embrace the 'Rare' Narrative: Reinforce uniqueness and discovery with words like 'uncommon,' 'curated,' 'limited,' 'discovery,' and 'extraordinary.'
• •Use Intriguing Questions: Engage the audience with questions that challenge their tastes and invite them into the brand's exclusive world.
• •Maintain a Sophisticated Vocabulary: Use specific tasting notes and technical terms for connoisseurs, while making them accessible and poetic.
• •Connect Coffee and Music: Consistently bridge the two worlds using cross-sensory language to solidify the brand's unique market position.
• •Let the Quality Speak for Itself: Maintain a confident, not arrogant, tone by presenting facts about origin, processing, and quality, guiding the experience rather than overselling.

Social Perception

A premium, niche brand for aficionados and cultural connoisseurs who appreciate uniqueness, quality, and a holistic sensory experience. Perceived as a source for discovery rather than a mainstream commodity, appealing to those willing to pay a premium for exceptional products.

Copy Examples

• •Taste the Sound. Our new Gesha blend features notes of jasmine and peach, a profile as unique as the curated vinyl it was born to be paired with. This isn't just coffee; it's a listening session for your palate. Dare to be rare? #RaroCoffee #VinylAndVibes
• •Coffee for the curious. Vinyl for the soul.
• •Stop Drinking Boring Coffee. You meticulously choose your music. Why not your coffee? Raro Coffee Co. offers beans with extraordinary fermentation processes for a flavor you've never experienced. Explore our collection of rare coffees and curated vinyls. Your mornings will thank you.
• •Extravagante: A coffee that defies convention. Fermented with a unique anaerobic process, this bean unlocks surprising notes of tropical mango and dark chocolate. It's a complex, challenging, and deeply rewarding cup. For those who seek the exceptional in every sip.
• •Inside: Your next favorite coffee & the soundtrack to match.