Brand Tone

Intentionally Eclectic & Confidently Niche, combining knowledgeable, passionate, mysterious, intriguing, rebellious, unconventional, sensory, and evocative elements.

Brand Values

• •Curation & Quality
• •Discovery & Experience
• •Exclusivity & Community
• •Challenging the Norm

Best Practices

• •Use the "Discovery" Frame: Always position products—whether coffee or vinyl—as a discovery. Use words like "unearth," "discover," "explore," and "unconventional" to reinforce the brand's value of finding hidden gems.
• •Connect Coffee to Other Senses: Consistently link the experience of drinking coffee to other sensory experiences, especially music. Describe a coffee's flavor profile as you would an album's mood or a song's texture. This strengthens the unique brand identity.
• •Maintain an "Insider" Tone: Address your audience as if they are part of an exclusive club. Use phrases like "for those who know," "just for you," and "our little secret" in email marketing and social media captions to foster loyalty and community.
• •Embrace Confident, Minimalist Language: Avoid generic marketing fluff. Be direct, bold, and a little mysterious. Short, declarative sentences often have a greater impact and reflect the brand's confident, no-fuss attitude (e.g., "Tostado por lunáticos, bebido por valientes").
• •Define by Opposition: Continue to leverage the "We are not..." angle. By clearly stating what Raro Café is not (normal, ordinary, for everyone), you powerfully reinforce what it is: a unique, curated experience for a select few.

Social Perception

Perceived as a premium, niche brand for a discerning audience. It is seen as high-end, specialized, culturally savvy, 'cool,' and a trustworthy curator of sophisticated tastes, positioning itself as a lifestyle brand.

Copy Examples

• •Rebel. For mornings that need a different soundtrack. We found notes of watermelon and a rebellious spirit in this Caturra lot. It tastes like the first time you heard a song that changed everything. Brew it loud. #NoSomosCualquierCafé
• •Sounds you didn't know you loved. Just landed: A handpicked selection of records for deep listening. The perfect companion for a slow-drip session. Explore the collection before it’s gone.
• •Sunday is for slow pours. And deep cuts. Find your flavor. Find your sound. Your weekend ritual, upgraded. ☕️🎶 #RaroCoffee #Vinyl #SpecialtyCoffee
• •An exclusive for our inner circle... You get first access. We've just secured a micro-lot with intense floral notes and a secret or two we can't share publicly. It’s rare, it’s fleeting, and it’s reserved for you for the next 48 hours. Are you brave enough?
• •Tired of the same old coffee? Your taste in music is unique. Your coffee should be too. Raro Coffee Co. delivers rare Colombian coffee that challenges the normal, right to your door. Discover flavors as bold as your favorite artists.