Tilda Education
How To Use Brand Archetypes To Make Your Business Stand Out
The ultimate guide to brand archetypes with practical tips and examples for effective business promotion
Dec 19, 2025
14 min
Brand archetypes are a fascinating phenomenon on many levels. They sit at the intersection of branding and psychology, and businesses often apply them instinctively or incorporate them in pieces within their communications.
However, without a comprehensive approach, it's difficult to achieve meaningful results.
Another challenge, particularly in web design, is the lack of resources that cover the topic effectively. So, we reached out to a guest branding expert to help us create this ultimate guide, providing you with valuable insights and practical strategies for using brand archetypes effectively in your communications, design, and business.
However, without a comprehensive approach, it's difficult to achieve meaningful results.
Another challenge, particularly in web design, is the lack of resources that cover the topic effectively. So, we reached out to a guest branding expert to help us create this ultimate guide, providing you with valuable insights and practical strategies for using brand archetypes effectively in your communications, design, and business.
Contents:
Archetypes: What They Are & Where They Come From
The idea of archetypes entered branding through psychology. Carl Jung was the first to define and describe them after studying cultures and traditions around the world. He believed that even if people grew up on different continents and watched a movie in a language they didn't understand, they would still recognize who the hero is, who the victim is, who the villain is, and who the magician is. This knowledge lives inside us as universal behavior patterns. We notice them unconsciously in others and in ourselves. That's what archetypes are.
An archetype isn't a specific fairytale or movie character. It's a familiar pattern of behavioral traits and perception that we project onto these characters.
An example of typical behavioral patterns by archetypes.
An example of typical behavioral patterns by archetypes.
How Archetypes Are Used In Business
Over time, Jung's theory was reinterpreted and applied to branding and marketing. The reason is simple: People connect more easily with brands that feel human, relatable, and familiar. They tend to avoid brands that feel faceless.
A brand archetype is a universal image and behavior model that shapes how people perceive a brand. It helps build an emotional connection, strengthens positioning, and makes communication feel consistent and unified.
Imagine your brand as a person. Who is this person? What do they look like? How do they talk? How do they behave? Clear answers to these questions help reveal your brand's personality and shift communication from logic to emotion. At that point, choosing a product becomes an emotional decision not just a rational one.
There are 12 classic archetypes:
- Innocent
- Explorer
- Sage
- Caregiver
- Creator
- Ruler
- Outlaw
- Magician
- Hero
- Jester
- Lover
- Everyman
Each archetype represents a core human desire: Helping others, creating something new, overcoming obstacles, seeking freedom, and more. Each comes with its own set of values and behavior patterns that make the brand recognizable and memorable.
12 archetypes with famous brand examples
When companies offer products with similar features, customers often choose the brand that feels like "theirs," the one that matches their worldview. Archetypes help brands express their personality and communicate their values in a way that people naturally understand.
An archetype is a guide and a framework that helps a brand stay consistent across everything: Packaging, visuals, advertising, and tone of voice. Understanding your archetype allows you to build a deeper emotional bond with your audience.
An archetype is a guide and a framework that helps a brand stay consistent across everything: Packaging, visuals, advertising, and tone of voice. Understanding your archetype allows you to build a deeper emotional bond with your audience.
Why a Business Should Choose a Brand Archetype
A clear archetype helps your brand speak a language people intuitively understand. But it's not enough to just say, "We're Johnson Co., and we're Magicians."
The personality has to be obvious and recognizable on two levels:
- Verbal: The words you use, your tone of voice and taglines.
- Nonverbal: Your visuals, colors, shapes, and design details.
Example
Mercedes-Benz bases its communication on authority, prestige, and leadership. The brand's tone of voice is confident, composed, and refined like a steady mentor who signals quality and mastery. The visual language reinforces that mood: Restrained compositions, elegant typography, a muted palette, and dramatic lighting that emphasizes craftsmanship and control. In this case, the brand embodies the Ruler archetype: It promises order, reliability and consistently high standards, positioning ownership as a mark of status and success.
Mercedes-Benz bases its communication on authority, prestige, and leadership. The brand's tone of voice is confident, composed, and refined like a steady mentor who signals quality and mastery. The visual language reinforces that mood: Restrained compositions, elegant typography, a muted palette, and dramatic lighting that emphasizes craftsmanship and control. In this case, the brand embodies the Ruler archetype: It promises order, reliability and consistently high standards, positioning ownership as a mark of status and success.
NYX uses bold, vibrant colors and relatable language to show that using their cosmetics helps you stand out from the crowd.
A clearly defined brand personality makes the whole team's job easier. Whether it's the social media manager, product designer or customer support rep, everyone communicates the same values through their channels. When the team understands the brand's essence, they can pick the right tone and visual solutions naturally. Without that alignment, the brand starts to feel inconsistent and can lose credibility.
This is especially useful for designers. Once you choose an archetype, visual decisions become purposeful: Palettes, forms, illustrations and typography all serve the same character. Instead of random "pretty" choices, design becomes a deliberate selection of a coherent visual language. It's crucial that this language stays true to the brand at every touchpoint.
A dark color palette, simple shapes, and clear, bold fonts convey strength, confidence, and status — qualities that define the Ruler archetype.
Most brands don't stick to a single archetype. Typically there's a dominant archetype and a supporting one, which gives flexibility across campaigns and channels. Just avoid mixing archetypes with conflicting principles, otherwise your messages will feel illogical and brand's image—fragmented.
Nike is the quintessential representative of the Hero archetype. However, in different advertising campaigns, it may incorporate visual elements from other archetypes, such as the Jester.
How To Define & Build a Brand Archetype
Real-world examples from international brands, specific visual techniques, and expert tips
We break down each archetype, the traits and values it offers, and how they can be translated into brand communication. You'll see strong examples of how archetypes show up in visual identity, plus design techniques that help communicate the brand's personality without relying on words.
An archetype is a system of verbal and nonverbal cues. A single text or visual choice doesn't define a brand's character. Real identity emerges from combining these elements and using them consistently.
Outlaw
Motivation: Breaking out of rules and social norms.
The Outlaw challenges the system and refuses to play by the book. They values freedom and the absence of limitations, giving people a sense of agency and the courage to be themselves. Outlaws don't try to be "convenient," they provoke, push, shake things up, and speak out.
Brands built around the Outlaw archetype highlight their independence, originality, and desire for change. They make people question the status quo and rethink the way they live. Their visual language breaks familiar patterns to express a point of view, show strength and independence, and resonate with those who feel "outside the system."
Brands that represent the Outlaw archetype:
- Dr. Martens, Harley-Davidson, Diesel
Color palette: Dark foundations (black, graphite) paired with bold neon accents. Occasional gray and metallic tones add an industrial, urban feel.
Typography: Rough, over-the-top fonts that deliberately break conventional typographic standards.
Font examples: Murs Gothic, TrashHand, Impact.
Composition: Defies conventional structure: Intentional chaos, visual overload, sharp lines and angles, unexpected perspectives.
Imagery: Grunge, punk, street culture, underground aesthetics. Visuals with elements of destruction, torn or distressed textures, rough and gritty finishes.
Typography: Rough, over-the-top fonts that deliberately break conventional typographic standards.
Font examples: Murs Gothic, TrashHand, Impact.
Composition: Defies conventional structure: Intentional chaos, visual overload, sharp lines and angles, unexpected perspectives.
Imagery: Grunge, punk, street culture, underground aesthetics. Visuals with elements of destruction, torn or distressed textures, rough and gritty finishes.
Hero
Motivation: Acting with courage and proving one's worth.
The Hero wants to make the world a better place. Disciplined and responsible, they're ready to sacrifice outdated approaches to grow into a stronger version of themselves.
Hero brands inspire people to push through challenges, achieve goals, and transform their lives. They highlight stories of perseverance and success, focusing on strength, discipline, and determination. Their visual language conveys tension, movement, and power usually through a clean, bold, minimal style.
Brands that represent the Hero archetype:
- Nike, The North Face, Jordan, F1
Color palette: Red, blue, yellow, black—crisp, punchy, high-contrast colors. Often mixed with metallic gradients, military vibes, and gritty textures (concrete, stone).
Typography: Big, bold, no-nonsense type—heavy weights, clean grotesks, sharp, techy shapes.
Font examples: Bebas Neue, Montserrat ExtraBold, Anton, Code Pro.
Composition: High-energy layouts—key elements front and center, with diagonals for extra momentum.
Imagery: Bold, intense, action-packed visuals—sport, leadership, toughness, energy. Low-angle shots to emphasize strength and dominance.
Typography: Big, bold, no-nonsense type—heavy weights, clean grotesks, sharp, techy shapes.
Font examples: Bebas Neue, Montserrat ExtraBold, Anton, Code Pro.
Composition: High-energy layouts—key elements front and center, with diagonals for extra momentum.
Imagery: Bold, intense, action-packed visuals—sport, leadership, toughness, energy. Low-angle shots to emphasize strength and dominance.
Magician
Motivation: Creating moments of wonder and turning dreams into reality.
The Magician brings bold ideas to life, even the ones others consider unrealistic. Their "magic" comes from expertise and deep understanding that can feel almost mysterious.
Magician brands don't rebel against norms, they simply operate differently. They create the feeling of a unique gift or vision. For audiences, they look like trendsetters and visionaries. Their visual language evokes transformation, mystery, and a sense of magic.
Brands that represent the Magician archetype:
- Apple, Dyson, Pixar
Color palette: Deep, rich tones—purple, emerald, blue, gold, black. Gold or silver gradients, sparkle, pearlescent effects, metallic and neon accents.
Typography: Elegant, gothic, or futuristic typefaces; sometimes handwritten or antique, paired with modern, minimalist fonts to emphasize innovation and progress.
Font examples: Cormorant Garamond, Playfair Display, TT Alientz Grotesk, Josefin Sans, Spectral.
Composition: Symmetry, dramatic light and shadow, fade-in/dissolve effects.
Imagery: Futuristic 3D visuals with astrology-inspired elements—sparks, stars, planets—blending magic, technology, space, energy, and enlightenment.
Typography: Elegant, gothic, or futuristic typefaces; sometimes handwritten or antique, paired with modern, minimalist fonts to emphasize innovation and progress.
Font examples: Cormorant Garamond, Playfair Display, TT Alientz Grotesk, Josefin Sans, Spectral.
Composition: Symmetry, dramatic light and shadow, fade-in/dissolve effects.
Imagery: Futuristic 3D visuals with astrology-inspired elements—sparks, stars, planets—blending magic, technology, space, energy, and enlightenment.
Jester
Motivation: Enjoying life and having fun.
The Jester values spontaneity, humor, and lightness. They break conventions, poke fun at norms, and offer a playful way to see the world. Beneath the jokes, there's often a deeper message.
Jester brands help people relax, let go, and enjoy the moment. They highlight authenticity and encourage seeing the funny side of serious things. Visually, they often mix many elements at once, almost like childlike crafts or doodles, because Jesters aren't afraid to look silly.
Brands that represent the Jester archetype:
- M&M's, Chupa Chups, Old Spice
Color palette: Bright, playful colors—neon and candy-like shades. Often features color noise and bold, acid combinations.
Typography: Bold and unconventional typography—handwritten fonts, heavy grotesques. Playful typography with stretched, inflated letters, and deliberate misspellings.
Font examples: Stretch Pro, Ohno Blazeface, Pangram Pangram Neue Machina, Dada Grotesk, Whyte Inktrap.
Composition: Playful, chaotic, dynamic—asymmetry and layering. Elements may "jump," tilt, or break out of the grid. Stickers, bubbles, outlines, and comic-style effects are common.
Imagery: Playful, humorous visuals—absurd moments, street culture, childlike energy, inflatable forms, and a strong sense of freedom.
Typography: Bold and unconventional typography—handwritten fonts, heavy grotesques. Playful typography with stretched, inflated letters, and deliberate misspellings.
Font examples: Stretch Pro, Ohno Blazeface, Pangram Pangram Neue Machina, Dada Grotesk, Whyte Inktrap.
Composition: Playful, chaotic, dynamic—asymmetry and layering. Elements may "jump," tilt, or break out of the grid. Stickers, bubbles, outlines, and comic-style effects are common.
Imagery: Playful, humorous visuals—absurd moments, street culture, childlike energy, inflatable forms, and a strong sense of freedom.
Explorer
Motivation: Discovering oneself through the world and new experiences.
The Explorer seeks personal growth and avoids routine, always searching for new horizons. They inspire others to pursue discovery, independence, and meaning.
Explorer brands take on the role of travelers and pioneers. They promote freedom, adventure, and unique personal experience. Their visual style conveys air, space, and movement: Minimalist but warm, with traces of real life.
Brands that represent the Explorer archetype:
- Starbucks, Patagonia, Fjällräven, National Geographic
Color palette: Nature-led tones inspired by earth, sky, and water—ochre, terracotta, green, sky blue, sand, cobalt. Often layered like organic gradients, sometimes softened with muted, sun-faded shades.
Typography: Simple, minimalist, functional fonts—grotesks, sans-serifs, or monospace—paired with handwritten accents or type inspired by old maps and field journals.
Font examples: Circular Std, Marcin Antique, Neubau Neue Haas Mono, Grotesk Stencil.
Composition: Plenty of white space, with elements stretching upward or sideways to create a sense of movement and journey. Minimalism is common, with frequent use of maps, routes, arrows, horizons, and airy layouts.
Imagery: Visuals often center on a lone traveler and themes of travel, exploration, nature, freedom, and movement. Common imagery includes roads, backpacks, deserts, mountains, forests, tents, compasses, as well as journals, footprints, and hiking details.
Typography: Simple, minimalist, functional fonts—grotesks, sans-serifs, or monospace—paired with handwritten accents or type inspired by old maps and field journals.
Font examples: Circular Std, Marcin Antique, Neubau Neue Haas Mono, Grotesk Stencil.
Composition: Plenty of white space, with elements stretching upward or sideways to create a sense of movement and journey. Minimalism is common, with frequent use of maps, routes, arrows, horizons, and airy layouts.
Imagery: Visuals often center on a lone traveler and themes of travel, exploration, nature, freedom, and movement. Common imagery includes roads, backpacks, deserts, mountains, forests, tents, compasses, as well as journals, footprints, and hiking details.
Everyman
Motivation: Sense of belonging, being accepted, feeling understood.
The Everyman values simple human joys: Friendship, connection, mutual support, and warmth. They empathize deeply and show up with the right help at the right time, creating a sense of comfort and togetherness.
Brands built around this archetype highlight community and shared values. They help people feel part of something bigger and often show the honest, hard work behind the scenes. Visually, they lean toward simplicity, cosiness, warmth, and a very human feel.
Brands that represent the Everyman archetype:
- IKEA, Levis, McDonald's, Kit Kat
Color palette: Warm, muted tones—light beige, soft yellow, earthy green, cream, and gentle pastels.
Typography: Simple, clean, and easy to read—nothing harsh or overly strict. Modern grotesks with rounded shapes, slightly imperfect fonts, and handwritten lettering.
Font examples: Montserrat, Open Sans, Garamond Rounded, Poppins.
Composition: Light asymmetry, smooth rounded forms, generous white space, subtle accents, and plenty of breathing room—everything feels airy, unforced, and thoughtfully put together.
Imagery: Simple, clean, minimalist imagery inspired by everyday life—home scenes, family moments, neighborly conversations, and shared meals—evoking nostalgia, a sense of community, and belonging.
Typography: Simple, clean, and easy to read—nothing harsh or overly strict. Modern grotesks with rounded shapes, slightly imperfect fonts, and handwritten lettering.
Font examples: Montserrat, Open Sans, Garamond Rounded, Poppins.
Composition: Light asymmetry, smooth rounded forms, generous white space, subtle accents, and plenty of breathing room—everything feels airy, unforced, and thoughtfully put together.
Imagery: Simple, clean, minimalist imagery inspired by everyday life—home scenes, family moments, neighborly conversations, and shared meals—evoking nostalgia, a sense of community, and belonging.
Lover
Motivation: Experiencing emotion like passion, love, intimacy.
The Lover seeks beauty and harmony. They appreciate people, objects, and moments that evoke deep emotion. This archetype isn't only about romance, it's about sensuality, aesthetics, and attention to detail.
Lover brands form emotional connections through beauty, atmosphere, and detail. Their communication draws people into a world of feelings and sensory experiences.
Brands that represent the Lover archetype:
- Nespresso, Victoria's Secret, J'Adore Dior, Martini
Color palette: Deep, sensual hues—red, burgundy, terracotta, pink, plum—balanced with warm neutrals like nude, cream, and gold. Soft gradients, gentle transitions, a hint of shimmer, and warm light.
Typography: Elegant, soft, luxury fonts—serif, handwritten, and decorative typefaces with calligraphic details, alongside refined grotesks with delicate, thin strokes.
Font examples: Didot, Caravan, Freight Display, Oranienbaum, Blacker Pro.
Composition: Plenty of white space and airy layouts. Elements are spaced apart yet subtly drawn toward each other, creating a sense of closeness and intimacy.
Imagery: Visuals often focus on pleasure and sensual moments—tactile textures like soft, plush, and leathery surfaces; luxurious scents like sandalwood, tobacco, amber, and rose petals. Warm light, expressive, polished aesthetics, subtle gloss, and a lifestyle centered on enjoyment and self-care complete the mood.
Typography: Elegant, soft, luxury fonts—serif, handwritten, and decorative typefaces with calligraphic details, alongside refined grotesks with delicate, thin strokes.
Font examples: Didot, Caravan, Freight Display, Oranienbaum, Blacker Pro.
Composition: Plenty of white space and airy layouts. Elements are spaced apart yet subtly drawn toward each other, creating a sense of closeness and intimacy.
Imagery: Visuals often focus on pleasure and sensual moments—tactile textures like soft, plush, and leathery surfaces; luxurious scents like sandalwood, tobacco, amber, and rose petals. Warm light, expressive, polished aesthetics, subtle gloss, and a lifestyle centered on enjoyment and self-care complete the mood.
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Creator
Motivation: Leaving a mark and creating something unique.
Creators are driven by the urge to make, express, and transform. They experiment freely, look for original solutions, and bring order to chaos. They are guided by inspiration, unconventional thinking, and refined aesthetics.
Creator brands focus on self-expression, originality, and new ideas. They often use typography as a statement: Bold, expressive type choices, experimental layouts, and visually distinctive storytelling. The aesthetic is unconventional but harmonious, emphasizing uniqueness and artistic vision.
Brands that represent the Creator archetype:
- Lego, Adobe, Pinterest, Moleskine, Behance
Color palette: Depth of ideas and creative energy are expressed through dark, often high-contrast tones—burgundy, indigo, ochre, graphite—paired with soft pastels and a bold accent color.
Typography plays a specific role and often becomes part of an artistic statement, combining strong grotesks, classic serifs, and hand-drawn-style fonts.
Font examples: Beatrice Display, Ogg, GT America, Steppe, Proxima Nova.
Composition: The grid is often intentionally broken, allowing for asymmetrical layouts with plenty of negative space and unexpected combinations.
Imagery:
, collage-inspired
Typography plays a specific role and often becomes part of an artistic statement, combining strong grotesks, classic serifs, and hand-drawn-style fonts.
Font examples: Beatrice Display, Ogg, GT America, Steppe, Proxima Nova.
Composition: The grid is often intentionally broken, allowing for asymmetrical layouts with plenty of negative space and unexpected combinations.
Imagery:
, collage-inspired
Ruler
Motivation: Building stability and setting high standards.
The Ruler establishes order and takes responsibility. They value structure, discipline, status, and impeccable presentation. They aim to create a world where clarity and rules lead to harmony.
Ruler brands communicate authority and confidence. They speak as strong, reliable leaders. Their tone is polished and formal, projecting trust and professionalism. They emphasize quality, safety, and flawless service as non-negotiable standards.
Brands that represent the Ruler archetype:
- Chanel, Rolex, Mercedes-Benz, Montblanc, Four Seasons
Color palette: Emphasizing status and restraint, the palette often features dark shades—black, sapphire, graphite, dark green, and burgundy—paired with neutral tones like silver, warm beige, and ivory. Accents of gold and platinum bring a touch of luxury.
Typography: Classic typefaces with high clarity and excellent readability, often using serifs or refined grotesques.
Font examples: Garamond, Tiempos, Monument Grotesk, Helvetica Neue Cyr, Reckless Serif.
Composition: Clean, balanced layouts—often symmetrical or locked to a modular grid—with plenty of white space. Every element feels intentional, logical, and structured.
Imagery: Focus on symbols of authority, structure, heritage, and perfection—such as seals, monograms, classical architecture, minimalist luxury, and premium fabrics and materials.
Typography: Classic typefaces with high clarity and excellent readability, often using serifs or refined grotesques.
Font examples: Garamond, Tiempos, Monument Grotesk, Helvetica Neue Cyr, Reckless Serif.
Composition: Clean, balanced layouts—often symmetrical or locked to a modular grid—with plenty of white space. Every element feels intentional, logical, and structured.
Imagery: Focus on symbols of authority, structure, heritage, and perfection—such as seals, monograms, classical architecture, minimalist luxury, and premium fabrics and materials.
Innocent
Motivation: Being oneself, feeling safe, loved, and protected.
The Innocent seeks simplicity, safety, and joy. They have a sincere love for life, trust the world, and remain open, genuine, and a little naive. This archetype evokes nostalgia, warmth, and genuineness.
Innocent brands appeal to simple pleasures and bright emotions, and the idea of a "life without unnecessary worries." Their tone of voice is gentle, warm, and trusting. Visually, they gravitate toward soft colors, simple shapes, and childhood-like imagery to create feelings of comfort, security, and sincerity.
Brands that represent the Innocent archetype:
- Coca-Cola, Disney, Kinder
Color palette: Bright, vivid, mostly solid tones—yellow, blue, green, and pink. Pastels like mint, sky blue, and beige are often used to create a cozy, carefree childhood feel.
Typography: Rounded, playful sans-serif fonts that resemble children's handwriting or soft, toy-like letterforms.
Font examples: Avenir Rounded, Figtree, Circular, Baloo, Nunito Sans.
Composition: Clean, airy layouts with lots of breathing room. Expect playful details, slight asymmetry, loose placement, and an intentionally naivete feel.
Imagery: Cute, playful, cartoon-style shapes and characters; exaggerated expressions; cozy food and family scenes; plush toys, childhood vibes, and simple, happy moments.
Typography: Rounded, playful sans-serif fonts that resemble children's handwriting or soft, toy-like letterforms.
Font examples: Avenir Rounded, Figtree, Circular, Baloo, Nunito Sans.
Composition: Clean, airy layouts with lots of breathing room. Expect playful details, slight asymmetry, loose placement, and an intentionally naivete feel.
Imagery: Cute, playful, cartoon-style shapes and characters; exaggerated expressions; cozy food and family scenes; plush toys, childhood vibes, and simple, happy moments.
Sage
Motivation: Finding truth through knowledge.
The Sage values learning, clarity, and insight. They ask questions, analyze, explore, and share what they discover. They act as mentors, thinkers, and guides who help people navigate complexity.
Sage brands build communication around research, expertise, and thoughtful analysis. They present facts, studies, and real insights to help audiences understand the bigger picture. Their tone feels measured and confident. Visually, they use a restrained, intellectual style that prioritizes substance over form.
Brands that represent the Sage archetype:
- Intel, TED, IBM, Medium, Wikipedia
Color palette: Muted, calm, cool tones—gray, graphite, blue, light beige, white, and dark green.
Typography: Ascetic and free of decorative details—simple, clear and legible typefaces.
Font examples: Manrope, Helvetica, Georgia, IBM Plex Mono.
Composition: Minimalist with an authentic feel—clear, strict visual hierarchy and plenty of white space.
Imagery: Visual references to science and research—laboratories, experiments, graphs, diagrams, and technology. People are shown with thoughtful expressions, while surroundings often include crisp lines, paper textures, blueprint-style elements, etc.
Typography: Ascetic and free of decorative details—simple, clear and legible typefaces.
Font examples: Manrope, Helvetica, Georgia, IBM Plex Mono.
Composition: Minimalist with an authentic feel—clear, strict visual hierarchy and plenty of white space.
Imagery: Visual references to science and research—laboratories, experiments, graphs, diagrams, and technology. People are shown with thoughtful expressions, while surroundings often include crisp lines, paper textures, blueprint-style elements, etc.
Caregiver
Motivation: Offering support and compassion.
The Caregiver wants to help others, create comfort, and foster a sense of safety and belonging. They embody compassion, protection, empathy, and altruism. This archetype creates an image of service and unconditional support.
Caregiver brands aim to make life easier, safer, and more comfortable. They show genuine concern and readiness to assist in any situation. Their visual language often includes soft tones, friendly imagery, and warm metaphors that create a feeling of trust and emotional comfort.
Brands that represent the Caregiver archetype:
- Johnson & Johnson, Pampers, The Body Shop, Dove
Color palette: Soft, muted, "dusty" tones—powdery pink, buttery cream, light beige, paired with subdued greens, blues, and corals.
Typography: Soft, rounded, gentle fonts without sharp edges—clean grotesks and subtle serifs that feel warm and approachable.
Font examples: Merriweather Sans, Meta, Chronicle Text, Sofia Pro, Muller.
Composition: Calm and balanced, with lots of space to breathe. The grid feels soft and flexible, not strict.
Imagery: Gentle, delicate visuals with smooth lines and shapes. People showing care—doctors, parents, mentors—and tender moments like hugging or holding hands. Soft, natural materials such as wool and linen, cozy interiors featuring wood, tea, blankets, and everyday care objects.
Typography: Soft, rounded, gentle fonts without sharp edges—clean grotesks and subtle serifs that feel warm and approachable.
Font examples: Merriweather Sans, Meta, Chronicle Text, Sofia Pro, Muller.
Composition: Calm and balanced, with lots of space to breathe. The grid feels soft and flexible, not strict.
Imagery: Gentle, delicate visuals with smooth lines and shapes. People showing care—doctors, parents, mentors—and tender moments like hugging or holding hands. Soft, natural materials such as wool and linen, cozy interiors featuring wood, tea, blankets, and everyday care objects.
Brand Archetypes Cheatsheet
We created a guide outlining the defining visual and verbal techniques for each archetype. Use it to quickly find relevant directions, strengthen the character and emotional tone of your communication.
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