This archetype positions itself as rebellious, unconventional, and outside of the norm. This archetype is often associated with brands that offer products or services that challenge established ideas or practices, or that allow people to break free from conventions and expectations.
Icon art by Chris-Kerr, The Noun Project
Rebellious | Wild | Paving the way for change | Free-spirited | Counter-cultural
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.
Denouncing the status quo or by disruption and shock.
Palette: Bold, Edgy, Unconventional
Key Colors: Unexpected Pink, Yellow, or Black