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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

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

Key Characteristics



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


Promote good times or make people laugh.

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


Palette: Fun, Confident, Playful

Key Colors: Orange, Yellow, or Red

M&Ms | Old Spice | Dollar Shave Club

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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