Brand Tone

provocative, artistic, and exclusive

Brand Values

• •Rarity & Uniqueness
• •Courage & Adventure
• •Sensory Curation
• •Exceptional Quality
• •Community

Best Practices

• •Embrace the "Raro" Persona: Always write from the perspective of a passionate, slightly eccentric curator. Use words like "strange," "brave," "secret," "dare," and "lunatic" to reinforce the brand's unique personality.
• •Connect Coffee and Music: Whenever possible, create associations between a coffee's flavor profile and the mood of an album or artist. This strengthens the brand's unique value proposition of curating sensory experiences.
• •Use Challenger Language: Frame the brand as an alternative to the mainstream. Use phrases like "We're not for everyone," "If you're looking for ordinary...," or the hashtag #NoSomosCualquierCafé to create a clear distinction from competitors.
• •Create a Sense of Exclusivity: Employ language that fosters a community of insiders. Write newsletters and social media posts as if sharing a secret with a trusted friend, using phrases like "Just for you," "A secret we've been keeping," or "For our people."
• •Focus on the Experience, Not Just the Product: Describe what the coffee does—how it makes you feel, what it inspires, the moment it creates—rather than just listing its technical attributes. Sell the adventurous experience of trying something "raro."

Social Perception

A niche, premium brand for connoisseurs and a specific subculture, perceived as aspirational, cultured, mysterious, and intriguing, rather than for the mass market.

Copy Examples

• •They called this blend "impossible." Too many complex notes, too wild for a single bag. We called it Tuesday. Our new "Extravagante" lot is for the brave ones only. Tasting notes: Electric, chaotic, and beautifully strange. Dare to try it? Link in bio. #NoSomosCualquierCafé
• •A secret for your ears and your cup.
• •This is not a coffee for mornings. This is a coffee for moments. Grown on a forgotten slope and processed with a technique we can’t reveal, "Rebel" is a statement in a cup. We paired it with the raw energy of the "Madres" vinyl by Sofia Kourtesis. Buy them together and understand. For the rebels, the artists, and the beautifully strange.
• •Your weekend ritual just got a little weirder.
• •Tired of Boring Coffee? Good. We are too. At Raro, we roast coffee for the brave, the curious, and those who know that "normal" is just another word for "forgotten." Stop drinking ordinary coffee. Join the lunatics.