Brand Tone

rebellious, sophisticated, exclusive, bold, confident, aspirational, edgy, conversational, and passionate

Brand Values

• •Uniqueness and Non-Conformity
• •Quality and Curation
• •Sensory Experience
• •Community and Exclusivity

Best Practices

• •Embrace the 'Raro' Identity: Always lean into what makes the brand unique. Use words like 'uncommon,' 'extraordinary,' 'rebel,' and 'bold.' Avoid generic coffee jargon. The concept of 'Raro' is about celebrating the unique and different.
• •Speak Directly to Your Niche: Address your audience as the 'weirdos,' the 'brave,' the 'non-conformists.' This creates a strong sense of community and makes your customers feel seen and understood.
• •Connect Coffee and Music: Whenever possible, create content that links the sensory experiences of taste and sound. Create playlists for new coffee launches or describe the flavor profile of a coffee as you would a music genre.
• •Maintain a Confident and Bold Voice: Your copy should be assertive and sharp, never passive. Use strong verbs and make definitive statements. The brand is a leader, not a follower.
• •Keep it Clean and Minimalist: Just like the website and packaging design, the copy should be direct and uncluttered. Get straight to the point, but do it with character and style. Avoid overly complex sentences.

Social Perception

Perceived as a niche, high-end, modern, cool brand for coffee and music aficionados, offering unique products and promoting a distinct lifestyle. It is seen as a curator of good taste for a specific cultural segment.

Copy Examples

• •Your daily ritual just got a lot less ordinary. This is Raro. ☕🎶 #NoSomosCualquierCafé
• •Sounds as Bold as Your Coffee. Discover our curated collection of specialty coffee and vinyl records. For those who dare to be different.
• •Because your coffee should be as bold as you are. This limited-run batch features wild fermentation notes that challenge the status quo. Toasted for the brave, brewed for the non-conformists. Drink it while it lasts, or your morning will regret it.
• •You're not just anyone, so you don't drink just any coffee. As part of our inner circle, you get first dibs on our new 'Striking Gesha' and a playlist curated to match its unique profile. Welcome to the weird side.
• •Tired of the Same Old Grind? Life's too short for boring coffee. At Raro, we pair extraordinary Colombian coffee with the vinyl that inspired it. Elevate your mornings from mundane to memorable. Find your flavor, find your sound.