The Explorer
Brand Archetype

This archetype positions itself as adventurous, curious, and independent. This archetype is often associated with brands that offer products or services that allow customers to experience new and exciting things, or that enable them to be self-sufficient and self-reliant.

Explorer Icon by Vectors Market Noun Project

Icon art by Vectors-Market, The Noun Project

Learn How to Use Brand Archetypes

Restless | Adventurous | Ambitious | Individualistic | Independent | Pioneering

Key Characteristics

Adventure

Explorer brands often emphasize their ability to offer new and exciting experiences to their customers or clients.

Curiosity

Explorer brands often encourage their customers or clients to be curious and open-minded, and to seek out new experiences and knowledge.

Independence

Explorer brands often position themselves as enabling their customers or clients to be self-sufficient and self-reliant, and to explore new paths and directions

Freedom

Explorer brands often emphasize the freedom and flexibility that their products or services provide, allowing their customers or clients to break free from constraints and explore new possibilities.

Exploration

Explorer brands often encourage their customers or clients to explore new horizons and to discover new things about themselves and the world around them.

Strategy

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.

Connection

Celebrate the journey or acknowledge confinements.

Color

Palette: Confident, Sporty, Modern

Key Colors: Red, Orange, or Green

Patagonia | Land Rover | North Face

Company Examples

Explore Other
Brand Archetypes

Turn Your Brand Personality Into a Clear Identity

Archetypes are just the starting point.
This is where your full identity takes shape.

The Know Who You Are Workshop walks you through the full framework for defining your identity, values, traits, tone, and everything that shapes how your brand shows up.

“ Know Who You Are”

BRAND EXPLORER WORKSHOP

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The Explorer Brand Archetype