Tono de Marca

Friendly, humorous, and culturally proud. Informal, authentic, seamlessly blending English and Spanish (Spanglish), making the brand relatable and accessible. Rooted in shared cultural experiences and inside jokes, evoking warmth, nostalgia, and celebration of Latino identity.

Valores de Marca

• •Cultural Authenticity
• •Community
• •Humor and Joy
• •Family and Heritage
• •Modern Identity

Mejores Prácticas

• •Maintain the Spanglish Flow: Continue to naturally integrate English and Spanish in your copy. This is the cornerstone of the brand's voice. Avoid forced translations; the language should feel organic, like a real conversation.
• •Lead with Cultural Insight: Every piece of copy should stem from a genuine cultural truth or shared experience. Whether it's a reference to a food, a common family saying, or a cultural tradition, this authenticity is what builds connection.
• •Use Humor that Unites: Keep the tone light and humorous. The comedy should be inclusive, based on relatable situations that make your audience smile and think, 'that's so true.'
• •Speak to the 'We': Use inclusive language like 'we,' 'us,' and 'familia' to reinforce the sense of community. The copy should feel like it's coming from a friend or a member of the same cultural group, not a faceless corporation.
• •Encourage Interaction and Storytelling: Frame your captions and copy with questions or prompts that invite your audience to share their own experiences. Ask them to tag friends who relate or to share a memory associated with the phrase on your product. This will deepen engagement and strengthen the community bond.

Percepción Social

Overwhelmingly positive; viewed as a brand that authentically represents the modern Latino-American experience. Customers feel seen and relatable, perceiving it as a source of pride that allows them to showcase their heritage. High engagement indicates it's a cultural touchstone for its community.

Ejemplos de Copy

• •For every scrape, bump, and 'ponte Vicks for that' moment. This one’s for the original healers in our lives. Our new 'Sana Sana' tee is now available – wear it with pride (and maybe call your mom).
• •Sale Alert! Your closet called, dijo que le hace falta a little more sazón. Get 20% off all hoodies this weekend. Link in bio to shop!
• •The perfect combo doesn’t exi— ☕️ gossip just hits different with the right mug. Tag your chisme partner-in-crime. #CafecitoYChisme #LatinoLife #Spanglish
• •From 'No Pasa Nada' to 'Ponte las Pilas,' our collections are made for us, by us. Cafecito is more than a brand; it’s a feeling. It’s the comfort of home, the sound of laughter in Spanglish, and the pride in our roots. Shop the collection today.
• •Hey Familia, Remember those summer afternoons at your abuela's house? We bottled up that feeling into our new collection. Get ready for a dose of pure nostalgia. Click here for an exclusive sneak peek before everyone else!