Brand Tone

Rebellious, bold, unconventional, passionately audacious, direct, engaging, and confidently non-conformist.

Brand Values

• •Uniqueness & Non-conformity
• •Quality & Specialization
• •Adventure & Boldness
• •Passion & Authenticity
• •Community

Best Practices

• •Embrace Active and Dynamic Language: Use strong verbs and evocative adjectives that convey excitement, challenge, and distinctiveness. Avoid passive voice or overly formal constructions. For Raro Cafe, this means language that "defies," "unleashes," "ignites," and describes coffee as "bold," "electrifying," or "uncommon."
• •Integrate Brand-Specific Lexicon: Consistently weave in keywords and phrases central to Raro Cafe's identity, such as "specialty coffee," "challenges the norm," "lunatics," "brave," and "#NoSomosCualquierCafé." This reinforces brand recognition and values with every piece of content.
• •Cultivate a Confident and Audacious Voice: Maintain a tone that is self-assured and slightly rebellious, inviting rather than dictating. This can include rhetorical questions that prompt self-reflection or challenge the reader, ensuring the tone remains engagingly daring without being alienating.
• •Focus on the Experiential Narrative: Beyond product features, emphasize the unique experience Raro Cafe offers – the feeling of breaking routine, the sensory adventure, or the connection to a community of like-minded individuals. Position the coffee as a catalyst for a more adventurous lifestyle.
• •Ensure Visual and Textual Harmony: All copywriting should align seamlessly with the brand's visual identity (e.g., website design, social media aesthetics, product packaging). If the visuals are edgy, artistic, and bold, the accompanying text should mirror that energy, utilizing strategic emojis (like ☕🔥) to enhance this cohesive brand experience.

Social Perception

A disruptive, exciting, and high-quality coffee brand for individuals seeking to transcend the ordinary, pushing boundaries, and offering an intense sensory experience. Perceived as an identity choice for the 'brave' and 'rare', valuing authenticity and craftsmanship.

Copy Examples

• •Tired of the expected? Raro Cafe: Your daily dose of delicious defiance.
• •Unleash the extraordinary. Our 'Striking' blend, roasted by our passionate lunatics, delivers an electrifying experience that redefines what coffee can be. Are you brave enough to taste the difference?
• •Routine? Never heard of it. 😉 Fuel your #RaroMoment with a cup that dares to be different. What's your wildest coffee ritual? Let us know below! ☕🔥
• •Warning: May cause extreme joy & a taste for the uncommon. Your Raro Cafe order is ready!
• •DREAM DIFFERENT. DRINK RARO.