The Lover

A Jungian Archetype, applied to Brand Identity

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Intimacy • Honesty • Passion • Sensuality • Vitality

Whoa whoa wow cool it down! The Lover brand runs hot! While yes, this brand can absolutely be about intimacy and sexuality, it is not always. At the core of the lover brand is passion and vitality. Liveliness, and an invitation to join, is a hallmark of all lover brands. Loyalty, Practicality, and Patience, are all qualities of lover brands.

On the romantic and matchmaking side, there is confidence, open-mindedness, and confidentiality. All of these qualities can help us feel intimate with lover brands, as if they are a close confidant – and they know us better than anyone else can or will.

Brand Examples:

Chanel, Beauty and the Beast, Lassie, WeVibe

Lover brands are usually feminine. There we said it. It doesn't HAVE to be true, it can be masculine too. But, in general, what we love about Lover brands are the soft and sensual things. Those can be dark and moody, but they can also be light and airy. Maybe both. Red is the color of passion - you've gotta have it if you want to excite people.

Be inviting by using rounded forms, warm tones, soft textures/patterns, and keep it humanist.