The Jester
Brand Archetype

This archetype positions itself as fun, playful, and lighthearted. This archetype is often associated with brands that offer products or services that are meant to be enjoyed or that provide a sense of levity or escape from the stresses of everyday life.

Icon art by Madeleine-Bennett, The Noun Project

Learn How to Use Brand Archetypes

Fun | Light-Hearted | Mischievous | Irreverent | Playful | Optimistic

Key Characteristics

Fun

Jester brands often emphasize their ability to provide fun and enjoyment to their customers or clients.

Playfulness

Jester brands often have a playful and lighthearted tone, and may use humor and whimsy in their branding.

Levity

Jester brands often provide a sense of levity and escape from the stresses of everyday life, and may use imagery and language that evokes a sense of relaxation or fun.

Spontaneity

Jester brands often emphasize their ability to be spontaneous and to encourage their customers or clients to embrace a sense of adventure and fun.

Unpredictability

Jester brands often have an element of unpredictability and may use surprise or novelty in their branding to create an element of excitement.

Strategy

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

Connection

Promote good times or make people laugh.

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

Color

Palette: Fun, Confident, Playful

Key Colors: Orange, Yellow, or Red

M&Ms | Old Spice | Dollar Shave Club

Company Examples

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Brand Archetypes

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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The Jester Brand Archetype