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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.


Icon art by Vectors-Market, The Noun Project

Restless | Adventurous | Ambitious | Individualistic | Independent | Pioneering

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.


Celebrate the journey or acknowledge confinements.


Palette: Confident, Sporty, Modern

Key Colors: Red, Orange, or Green

Patagonia | Land Rover | North Face

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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