Uncover Your Brand Archetype

A deeper look into your brand’s energetic essence — and how to bring it to life.

What is a Brand Archetype?

Brand archetypes are psychological and energetic frameworks that help define your brand personality, brand identity, and the deeper meaning behind how your business shows up. Originating from the work of Swiss psychologist Carl Jung, archetypes are universal patterns found in storytelling, mythology, and human behaviour — and they shape how we instinctively understand and connect with people, ideas, and brands.

In branding, archetypes reveal the character behind your business: your values, voice, emotional tone, and way of relating to your audience. Whether your brand embodies the Caregiver, the Creator, another archetype or a blend of two or more, it becomes a strategic foundation — guiding your visuals, messaging, and overall brand experience so everything feels aligned, intentional, and unmistakably you.

Why use Brand Archetypes?

This brand archetype experience was crafted as a soulful entry point into aligned branding. It’s for creatives and founders who crave clarity and connection with their brand — but may not yet be ready for a full 1:1 design journey.

By exploring your archetype, you begin to unlock the story, visuals, and energy your brand naturally wants to express. It’s a way to reconnect with your voice, realign your presence, and make intentional branding decisions — without the time or investment of custom work.

Whether this is the first step or a complementary layer, it’s designed to meet you where you are, and help your brand feel more like you.

Take our quiz below to uncover your archetype, and start moving towards greater brand alignment.

THE FREE BRAND ARCHETYPE QUIZ

Meet the 12 Brand Archetypes.

Your brand archetype reveals how your business wants to show up — visually, energetically, and emotionally.

THE CREATOR: Artist, visionary, inventor.
Original. Expressive. Vision-led.
You turn ideas into beauty and make meaning through design, words, and visuals.
Tone of Voice: Inspired, expressive, thoughtful.
Visual Style: Bold typography, layered graphics, textured details, custom touches.
Example Brands: Adobe, Frankie Magazine, Canva.
Use This Insight: Let your visuals reflect your originality. You don’t need to follow trends — your creativity is the trend. Share your process. Showcase the beauty in becoming.
THE CAREGIVER: Nurturer, supporter, heart-led guide.
Nurturing. Grounded. Supportive.
You hold space with heart and create safe, soothing experiences for others.
Tone of voice: Gentle, reassuring, kind.
Visual style: Soft and natural colour palettes, minimal and nurturing design, calm photography with real human connection.
Example brands: Thankyou, Dove, The Resilience Project.
Use these insights: Let your brand feel like a sanctuary. Focus on support, connection, and empathy in your words and visuals. You thrive when you lead with heart.
THE HERO: Leader, motivator, changemaker.
Empowering. Driven. Impactful.
You inspire bold action and lead with strength, purpose, and confidence.
Tone of Voice: Motivational, strong, confident
Visual Style: Bold colours, clean lines, sharp typography, dynamic imagery
Example Brands: Nike, Adidas, CrossFit
Use This Insight: Focus on transformation and courage. Share stories of challenges overcome, and use your platform to champion your audience’s growth.
THE SAGE: Mentor, thinker, wise guide.
Wise. Grounded. Insightful.
You simplify the complex and guide others with clarity, calm, and truth.
Tone of Voice: Calm, articulate, wise.
Visual Style: Elegant typography, structured layouts, neutral tones, editorial feel.
Example Brands: The School of Life, ABC, Smiling Mind.
Use This Insight: Teach with intention. Use simple but smart visuals, clear structure, and powerful language. You are here to inform, guide, and empower through knowledge.
THE OUTLAW: Disruptor, truth-teller, game-changer.
Bold. Disruptive. Unapologetic.
You challenge the norm and use your voice to inspire real change.
Tone of Voice: Direct, rebellious, edgy.
Visual Style: High contrast, gritty textures, punchy fonts, unexpected details.
Example Brands: Frank Body, Go-To Skincare (tone), Culture Amp.
Use This Insight: Use your voice to challenge the norm and call things out. Let your visuals spark curiosity and provoke thought. Be brave enough to go there — others will follow.
THE INNOCENT: Optimist, believer, joy-bringer.
Hopeful. Honest. Uplifting.
You share light and simplicity — helping people feel calm, joyful, and whole.
Tone of Voice: Honest, light, positive.
Visual Style: Whitespace, soft pastels, clean fonts, airy design.
Example Brands: Koala, Thankyou Baby, Seed Heritage.
Use This Insight: Keep your design minimal and uplifting. Let your voice radiate clarity and trust. You don’t need bells and whistles — just heartfelt presence.
THE MAGICIAN: Alchemist, dreamer, transformational guide.
Visionary. Intuitive. Transformative.
You blend strategy with soul and help people shift into deeper alignment.
Tone of Voice: Enchanting, wise, intentional.
Visual Style: Layered textures, moody lighting, deep hues with a spark of light.
Example Brands: Aesop, SoulSpace (Aus), The Broad Place.
Use This Insight: Let your brand feel like an experience. Guide your audience through energetic change using storytelling, ritual, and a sense of mystery. You are here to elevate.
THE EVERYPERSON: Connector, realist, relatable one.
Relatable. Kind. Grounded.
You make people feel seen and included, building real connection through ease.
Tone of Voice: Friendly, conversational, honest.
Visual Style: Clean design, natural photos, muted tones, minimal fuss.
Example Brands: Thankyou (again!), The Daily Aus, Officeworks.
Use This Insight: Keep it simple and human. Use clear communication and inclusive visuals. You shine when people can see themselves in what you offer.
THE EXPLORER: Seeker, pathfinder, wild spirit.
Curious. Expansive. Free-spirited.
You guide people toward discovery — of new paths, perspectives, or ideas.
Tone of Voice: Motivational, strong, direct.
Visual Style: Bold colours, clean lines, energetic imagery, dynamic movement.
Example Brands: Nike, Keep It Cleaner, LSKD.
Use This Insight: Focus your messaging on strength and transformation. Show the before and after. Use confident visuals and clear calls to action that spark momentum.
THE RULER: Confident, empowered, refined.
Strategic. Professional. Trustworthy.
You lead with clarity and elevate the experience through order, elegance, and intent.
Tone of Voice: Strategic, polished, confident.
Visual Style: Luxurious palettes, strong grids, serif typography, high-end imagery.
Example Brands: Qantas (premium tone), Mecca, Studio McGee.
Use This Insight: Own your expertise. Create consistency and sophistication across every brand touchpoint. Your audience craves your direction — lead with clarity and purpose.
THE JESTER: Entertainer, light-bringer, playful spirit.
Playful. Honest. Magnetic.
You use humour and lightness to connect — helping people feel joyfully human.
Tone of Voice: Witty, cheeky, fun.
Visual Style: Bright colours, playful fonts, quirky details, bold shapes.
Example Brands: Who Gives A Crap, Boost Juice, Bonds.
Use This Insight: Use humour and lightness to make a meaningful impact. Your strength lies in connection through joy. Don’t be afraid to show personality in every post, page, or product.
THE LOVER: Devotee, romantic, sensual soul.
Emotive. Sensual. Expressive.
You create deep, beautiful experiences that evoke feeling, connection, and desire.
Tone of Voice: Poetic, romantic, expressive.
Visual Style: Soft lighting, rich tones, elegant typography, tactile design.
Example Brands: MAISON de SABRÉ, Ritual Oils, Lovisa (in feel).
Use This Insight: Let beauty lead the way. Invite your audience into a deeper emotional connection. Use texture, space, and flow to express feeling in every brand moment.

LEARN MORE IN THE FREE ARCHETYPE GUIDE

Common Brand Archetype combinations

Most soulful brands blend two or more archetypes. Your unique mix creates the nuance, depth, and dimension that make your brand truly you.
Meet some of the more common brand archetype combinations below.

THE SAGE + THE MAGICIAN: You’re a guide and a portal.
You blend deep insight with intuitive transformation. Your brand teaches, inspires, and uplifts — grounded in wisdom, yet open to the unseen. Align your brand by combining clarity with magic. Share your knowledge, but let your energy lead.
Tone of Voice: Enchanting, wise, intentional
Visual Style: Layered textures, moody lighting, deep hues with clean structure
Example Brands: The Broad Place, Smiling Mind, Aesop
Use This Insight: Let your brand feel like a sacred space for growth. Combine clarity with mystery — grounding your messaging in truth while weaving in intuition, ritual, and energetic depth. You’re here to teach, inspire, and elevate.
THE CREATOR + THE EXPLORER: You’re expressive and expansive.
Your brand is imaginative and adventurous — a celebration of originality, freedom, and design. Let your visuals reflect movement and experimentation. Show your creative process. Embrace the unexpected.
Tone of Voice: Inspired, curious, free-flowing.
Visual Style: Bold layouts, natural textures, earthy or unconventional colour palettes.
Example Brands: Frankie Magazine, YCL Jewels, The Design Files
Use This Insight: Lean into originality. Let your brand visuals move and evolve with you. Share your creative process, and invite your audience into your world of experimentation, freedom, and artistry.
THE LOVER + THE CAREGIVER: You lead with beauty, devotion, and connection.
Your brand creates deep emotional connection, offering beauty, care, and compassion in every touchpoint. Design with softness and soul. Invite people into your world through feeling and support.
Tone of Voice: Heartfelt, nurturing, poetic
Visual Style: Soft tones, graceful lines, tactile textures, romantic flourishes
Example Brands: Lovisa, Ritual Oils, Thankyou Baby
Use This Insight: Your brand is here to hold and to soften. Let your visuals and words feel like a gentle embrace. Infuse emotion into your storytelling and show your care through thoughtful, intentional details.
THE HERO + THE RULER: You’re a powerhouse in purpose and leadership.
You combine bold action with a clear vision. Your brand builds trust through strength, confidence, and results. Use strong visuals, clear structure, and powerful messaging to inspire and guide your audience.
Tone of Voice: Strategic, motivating, empowering
Visual Style: Strong grids, bold colour accents, editorial typography, polished layouts
Example Brands: LSKD, Mecca, Boss Hunting
Use This Insight: Step into your authority with confidence. Lead with strong visuals, structured systems, and inspiring messaging. You’re here to rally, direct, and elevate — so let your brand reflect that power.
THE EVERYPERSON + THE CAREGIVER: You’re the safe haven—grounded and welcoming.
Relatable, warm, and grounded, your brand is a steady presence in a noisy world. Use clear, conversational language and simple design to create connection without overwhelm.
Tone of Voice: Warm, supportive, easy-going
Visual Style: Clean, calm design with natural elements and human-centred imagery
Example Brands: The Resilience Project, Kin Fertility, Who Gives A Crap
Use This Insight: Build connection through comfort and care. Your brand should feel familiar, real, and trustworthy — with no fluff, just presence. Keep things simple, spacious, and supportive.
THE INNOCENT + THE EXPLORER: You’re a breath of fresh air—light and expansive.
Your brand inspires a simpler, more intentional way of living and doing business. Embrace minimal design, spacious visuals, and a voice that feels fresh, kind, and curious.
Tone of Voice: Light-hearted, grounded, open
Visual Style: Soft neutrals, clean design, airy space, natural light imagery
Example Brands: Spell Byron Bay, Koala, The Commonfolk Collective
Use This Insight: Invite simplicity, presence, and intention into your brand. Keep things honest and unfussy, with enough room for your audience to breathe and explore. Beauty in calm, connection in clarity.
THE JESTER + THE LOVER: You bring joy through emotional connection.
You’re playful, warm, and emotionally engaging — your brand feels like fun and feels like home. Use bright visuals and cheeky, heartfelt messaging. Don’t be afraid to blend humour with meaning.
Tone of Voice: Playful, cheeky, expressive
Visual Style: Bold colours, playful shapes, soft edges, vibrant contrast
Example Brands: Who Gives A Crap, Boost Juice, The Daily Aus (tone)
Use This Insight: Let fun and feeling lead the way. Use humour and heart in equal measure — making space for joy, beauty, and connection. You’re here to delight and disarm, one smile at a time.
THE OUTLAW + THE CREATOR: You’re here to challenge the norm through creative disruption.
Your brand exists to challenge the norm through creative disruption. Go all in on your style. Be unapologetically you. Say what others won’t — and design what others haven’t thought of yet.
Tone of Voice: Unfiltered, bold, expressive
Visual Style: Gritty textures, statement typography, unexpected visuals, raw finishes
Example Brands: Frank Body, Go-To Skincare (tone), Future Classic
Use This Insight: Use your brand to push boundaries and show up unapologetically. Let your style break the rules — mix grit with design, truth with beauty. You’re not here to fit in. You’re here to create new rules.

LEARN MORE IN THE FREE ARCHETYPE GUIDE

Not sure which Brand Archetype you are?

Take the free Brand Archetype Quiz via the button below, or read more in our blog article here.

take the quiz

Bring your Archetype to life.

Your brand has its own energy—and your visuals should reflect that.

THE BRAND ARCHETYPE GUIDE

Want to dive deeper into your brand archetype?
Our PDF guide will help you explore your brand energy, tone of voice, and visual expression — with soulful cues, practical tips, and examples to guide you forward.

It’s the perfect next step if you’re not quite ready for a rebrand, but you know you’re craving clarity.

Grab your copy below.

DOWNLOAD YOUR COPY NOW

A grid of nine soulful Instagram templates designed for a 1:1 branding client, showcasing earthy tones, intentional typography, and calming imagery—used to demonstrate the style of the Archetype Branding Kits.

COMING SOON /

THE ARCHETYPE BRAND KITS

Each kit is a soulful shortcut to brand alignment — with colours, fonts, templates, and creative direction designed to reflect your archetype’s unique energy.

Ideal for fresh brands, soft refreshes, or those not ready for custom work just yet. Simple, beautiful, aligned.

Find out more here, and join the waitlist below.

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Want to learn more about Brand Archetypes?

Here are some answers to some common questions >

Brand archetypes are based on the work of Swiss psychologist Carl Jung, who introduced the concept of archetypes as part of his theory of the collective unconscious. He believed that certain characters, symbols, and patterns are universally recognised across all cultures — they’re part of our shared human story.
These archetypes show up in mythology, art, storytelling, and even everyday life. They reflect core human motivations and emotions — like the desire for connection, freedom, safety, or mastery.
When applied to branding, archetypes help us understand the soul of a brand — its personality, values, voice, and emotional pull. The concept was later adapted for marketing by thinkers like Margaret Mark and Carol S. Pearson in their book The Hero and the Outlaw, which explored how these timeless identities can shape powerful, resonant brands.
So while they may sound like a modern branding trend, archetypes are actually ancient, psychological patterns — deeply human, deeply intuitive. And when you align your business with one, you’re not just creating a brand... you're creating a connection that feels familiar, trustworthy, and real.
A brand archetype is a universal symbol or character type that represents a brand’s core values, personality and purpose. These archetypes can help create a deeper emotional connection with your audience and help you stay aligned and coherent with your unique energy.
Identifying your brand archetype can help clarify your brand’s voice, tone, and messaging. Hello clarity, bye-bye confusion! It can also help differentiate you from competitors and build meaningful relationships with a more aligned audience that feel connected to you on a deeper level.
Your brand archetype guides your design philosophy, helping you make decisions that align with your brand’s core values and resonate with your ideal clients. This means you’ll be showing up in a way that looks and feels authentic to your brand personality, and your own as well!
Yes, absolutely it can! And while your brand may embody elements of multiple archetypes, it’s super helpful to identify the primary one that best represents your core values and mission, and use that as your north star. The others will play a supporting role and show up in ways that help transmit your unique, beautiful energy.
You can infuse your archetype traits into all aspects of your branding, from your visual identity and tone of voice to your marketing strategies and client interactions. Consistency is key to building recognition and trust.

You can learn more about how to do this by downloading my Brand Archetype Guide. It’s packed full of handy tips and suggestions for each archetype.

Can’t see your question here? Visit our FAQs page for more, or book a Clarity Call here, and I’ll answer as best I can!

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Your archetype reveals more than just a vibe — it’s a doorway into a deeper, more aligned brand presence.

If you're ready to move beyond inspiration and into soulful, strategic action, my 1:1 branding experience is designed to bring your energy, essence, and vision to life — with full support and intuitive guidance along the way.

Whether you’re launching, evolving, or realigning… this is the space where it all starts to feel like you.

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