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 energetic patterns that shape how your brand is felt and understood. Grounded in storytelling and psychology, each archetype reveals the deeper personality behind your business — your values, your voice, your vibe.

Whether you’re a nurturer, a creative rebel, or a grounded guide, your archetype helps you align every part of your brand with who you truly are.

LEARN ABOUT THE ORIGINS OF BRAND ARCHETYPES HERE

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.

Meet the 12 Brand Archetypes.

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

  • Close-up of hands painting with a brush on a watercolour canvas, expressing creativity and artistry — representing The Creator archetype.

    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.

  • Woman in a soft knit sweater gently offering seashells with both hands, evoking warmth and care — representing The Caregiver archetype.

    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.

  • Silhouette of a person stretching in powerful posture atop a mountain, backlit by sunlight — representing The Hero archetype.

    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.

  • Hands holding burning palo santo and a crystal above a tray of lit candles — evoking presence, wisdom, and grounded ritual for The Sage archetype.

    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.

  • Legs in sheer black tights and pointed heels resting against a textured wall — expressing boldness, edge, and rebellion for The Outlaw archetype.

    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.

  • Person in a flowing white dress brushing their hand through tall grass at golden hour — evoking softness, purity, and ease for The Innocent archetype.

    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.

  • A reflective crystal sphere placed on driftwood with an ocean sunset behind it — symbolising wonder, depth, and transformation for The Magician archetype.

    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.

  • Bare feet resting casually on a sofa in a relaxed, lived-in space — reflecting the approachable, grounded energy of The Everyperson archetype.

    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.

  • Two women running into the ocean, arms raised in joy, capturing a sense of freedom and curiosity — representing The Explorer archetype.

    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.

  • Close-up of hands adorned with elegant rings and neutral nails, wearing a silky blouse — reflecting sophistication, structure, and authority for The Ruler archetype.

    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.

  • Woman holding a large pink and orange pool float, smiling in the sun, wearing sunglasses — capturing the fun, playful energy of The Jester archetype.

    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.

  • Close-up of a woman’s hair and chest, wearing soft, flowing fabric — evoking intimacy, beauty, and emotion for The Lover archetype.

    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.

WANT TO LEARN MORE?

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.

  • Split image with hands holding palo santo and crystals beside a glass orb reflecting the sunset — capturing the mystical and wise blend of Sage + Magician.

    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.

  • Split image showing a hand painting on one side and two women joyfully running into the sea on the other — representing the Creator + Explorer archetype blend.

    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.

  • Split image showing a close-up of a woman's hair and hand alongside hands offering seashells — representing the tender, nurturing blend of Lover + Caregiver.

    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.

  • Split image with a silhouetted figure stretching on a mountaintop and elegant hands adorned with gold rings — reflecting the confident, commanding energy of the Hero + Ruler archetype blend.

    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.

  • Split image with relaxed feet on a sofa beside hands offering seashells — capturing the gentle, grounded blend of The Everyperson + Caregiver archetypes.

    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.

  • Split image with a figure in a white dress in a sunlit field beside two women running into the ocean — reflecting the hopeful, adventurous blend of Innocent + Explorer.

    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.

  • Split image showing a joyful woman with a pool float beside a close-up of a sensual, carefree figure — expressing the magnetic and emotive vibe of the Jester + Lover blend.

    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.

  • Split image with legs in black heels against a wall and hands painting with watercolour — representing the edgy and expressive blend of Outlaw + Creator.

    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.

WANT TO LEARN MORE?

Not sure which Brand Archetype you are?

A mockup of an iPad sitting on a table, with the Aligned Brand Archetype Guide by Indeko Creative showing on the screen.

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.

A curated brand moodboard featuring warm, earthy tones, natural textures, and architectural inspiration — overlaid on a monochrome image of a woman in motion, reflecting a soulful and sophisticated design aesthetic by Indeko Creative.

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.

Want to learn more about Brand Archetypes?

Here are some answers to some common questions >

  • Brand archetypes are rooted in 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 that represents a brand’s core values, personality, and purpose, helping to create a deeper emotional connection with the audience.

  • Identifying your brand archetype helps clarify your brand’s voice, tone, and messaging, making it easier to differentiate from competitors and build meaningful relationships with your audience.

  • 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.

  • While your brand may embody elements of multiple archetypes, it’s essential to identify the primary one that best represents your core values and mission.

  • Infuse your archetype 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.

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!

Go deeper with 1:1 branding /

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 experiences are 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.

Explore more of my free branding resources.

THE BRAND ARCHETYPE GUIDE

Tablet mockup displaying "The Aligned Brand Checklist" on a wooden table — cover features a woman in a soft jumper and denim shorts standing on the beach in tree pose.

THE ALIGNED BRAND CHECKLIST

Tablet mockup showing "Branding Trends for Health + Wellness Brands" — cover features a woman sitting by a large window with soft tropical greenery outside, evoking calm and reflection.

2025 BRANDING TRENDS GUIDE

Tablet mockup displaying "Your Brand Audit Checklist" — cover shows a woman seated with a notebook, silhouetted in soft natural light against a calm, moody backdrop.

THE BRAND AUDIT CHECKLIST

Love some soulful branding support?

Join my monthly letters for seasonal rituals, creative prompts, and branding tips to help you express your essence with clarity and confidence. You’ll also get first access to new kits, offers, and intentional resources.