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The Caregiver Brand Archetype

This archetype positions itself as a source of support, nurturing, and compassion for its customers or audience. It is often used by brands in the healthcare or wellness sectors, but it can also be used by other types of brands that want to emphasize their commitment to helping and supporting their customers or clients.


Icon art by Hassan Ali, The Noun Project

Caring | Maternal | Nurturing | Generous | Compassionate | Warm

Key Characteristics



Use the following strategy in your marketing communications to connect with your target audience.

Suggested color guide for using color to communicate the brand‘s values and attributes.


Connect with your customer by showing the greater good is worth the sacrifice or putting others before self.


Palette: Calming, Approachable, Friendly

Key Colors: Aqua, Blue, or Green

Unicef | Johnson & Johnson | Toms

Company Examples

A brand archetype is essentially a shorthand way of communicating the core values, traits, and motivations of a brand. By understanding your brand's archetype, you can craft marketing messages and develop a creative strategy that speaks directly to the psychological needs and desires of your target audience.
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