Brand Tone

Sophisticated, passionate, confident, professional yet approachable, evocative, and sensory.

Brand Values

• •Excellence and Quality
• •Tradition and Artistry
• •Exclusivity and Rarity
• •Sustainability and Responsibility
• •Customer Satisfaction

Best Practices

• •Lead with Passion and Expertise: Always use language that reflects a deep knowledge and love for coffee. Words like "artisan," "exclusive," "hand-selected," and "masterfully blended" reinforce your position as an expert.
• •Focus on Sensory Details: Describe the coffee using evocative language. Instead of just "strong," use terms like "full-bodied," "robust," with "notes of chocolate" or a "velvety crema." Appeal to the senses of taste, smell, and sight.
• •Maintain a Sophisticated Vocabulary: Use elevated language that matches the premium quality of the product. Terms like "saggiamente" (wisely), "inconfondibile" (unmistakable), and "persistente" (persistent) elevate the brand's voice.
• •Emphasize Scarcity and Exclusivity: Consistently use the concept of "rarity" in your messaging. This reinforces the brand name and the unique value proposition, making the customer feel they are part of an exclusive group.
• •Be Transparent and Confident: Share details about your unique process, sustainable sourcing, and the origin of your beans. This builds trust and confidently communicates the superior quality of your product without needing to oversell. State your quality as a fact.

Social Perception

Perceived as a provider of premium, high-quality, and delicious coffee; trustworthy and an expert in its field.

Copy Examples

• •The Art of the Perfect Espresso. It's more than just a coffee. It's a ritual. Our exclusive slow-roasting method unlocks a uniquely rich and creamy flavor that turns your daily cup into a rare experience. Discover the difference artistry makes. #CaffeRaro #ArtisanCoffee #EspressoPerfecto
• •Experience the Taste of Rarity. At Caffè Raro, we believe coffee should be an indulgence. We travel to renowned regions to select the finest beans, crafting exclusive blends with an unmistakable, full-bodied aroma. This is not just coffee; this is Caffè Raro.
• •Unparalleled Creaminess, Unforgettable Taste. Our 'Cremosa' blend is the result of passion and precision. A wisely balanced mix of select beans, slow-roasted to produce a velvety, compact cream and a sweet, lingering finish. The perfect choice for those who demand excellence in every cup.
• •Your coffee can taste amazing AND protect the planet. We're passionate about rare coffee and a healthy planet. That's why our pods are biodegradable. Enjoy the exceptional taste of Caffè Raro and make a choice you can feel good about. #SustainableSipping #CaffeRaro #EcoFriendlyCoffee
• •A Reward for Your Refined Taste. Because you appreciate the art of a truly exceptional coffee, we want to offer you an exclusive look at our newest rare blend. As a valued member of the Caffè Raro family, enjoy early access and a special discount on your next order. Thank you for choosing quality.