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The Lover
Brand Archetype

This archetype positions itself as passionate, sensual, and romantic. This archetype is often associated with brands that offer products or services that are related to love, romance, or personal relationships.


Icon art by Ates-Evren, The Noun Project

Passionate | Sensual | Romantic | Committed | Idealistic

Key Characteristics



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


Reaffirming beauty or giving the red carpet treatment.

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


Palette: Soft, Sophisticated, Sensual

Key Colors: Pink, Red, White

Victoria’s Secret | Chanel | Dove Chocolate

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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