Soulful Essence

The Hero Archetype promises independence. Brands that value challenge tap into the universal patterns of the hero and exist to champion threats and foes in the world.

The Innocent Archetype promises paradise. Brands that value innocence tap into that child-like view of the world and exist to offer optimism, simplicity, and hope.

The Explorer Archetype promises independence. Brands that value exploration tap into the universal patterns of the explorer and exist to guide people to new adventures in the world.

The Caregiver Archetype promises belonging. brands that express the caregiver archetype value family and offer a promise of compassion and care to the world.

The Good Guy Archetype promises belonging. Brands that express and value everyday ‘familiar’ experiences tap into the universal patterns of the good guy and deliver practicality, inclusion and kindness to the world.