Branding

Archetype #2

“There are exactly as many archetypes as there are typical life situations.” Jung. Continuing the theme of Archetypes, I would like to emphasize the relevance of brands in today’s struggle for individuality. In the previous article, we defined 12 types, but how are they grouped in turn and by what main parameters?
I will give an example of several well-known brands that correspond to each archetype:

Independence and fulfillment

1. Seeker (Explorer) – Jeep (Encourages adventure and the spirit of exploration)
2. Innocent – McDonald’s (Happiness, simplicity and nostalgia for childhood)
3. Sage – BBC (Seeks and shares knowledge, truth and wisdom)

Risk and mastery

4. Recognition – Under Armour (Strives for achievement and recognition in sports)
5. Hero – Gatorade (Empowers athletes to push boundaries and achieve greatness)
6. Rebel – Diesel (Non-conformist, bold, and challenges societal norms)
7. Magician – Tesla (Transforms technology and creates futuristic innovations)

Archetypes are the link between the inner "child" and the inner "parent". Together, these archetypes form a cycle, a "society", which allows the individual to express himself in a given situation. When these archetypes are awakened in an organization, the brand is ready to make a statement.

Belonging

8. Belonging (the average person) – Target (approachable, stylish, and appealing to the average consumer)
9. Nice Guy (the average person) – Budweiser (outgoing, friendly, and approachable)
10. Lover – Victoria’s Secret (sensuality, romance, and beauty)
11. Jester – Old Spice (playful, humorous, and entertaining advertising)
12. Caring (the caregiver) – Dove (encourages self-care, body positivity, and kindness)

Risk and skill

14. Maker – Lego (fuels imagination, creativity, and dream fulfillment)
15. Ruler – Mercedes-Benz (luxury, authority, and dominance in the auto industry)

Archetype

Archetype is a universal brand matrix. Archetypes are universal ways of organizing human experience, repeating imprints of subjective reactions.

The main archetypes

The main archetypes are formed by: belonging and pleasure, independence and fulfillment, risk and mastery.

There are 12 archetypes:

Caregiver/Orphan/Warrior/Innocent/Creator/Lover/
Destroyer/Seeker/Ruler/Jester/Wizard/Sage

Philosophical Underpinnings

Based on the work of Jung, Carol Pearson created a matrix of twelve
archetypes that position the unconscious in an image.

Studying Pearson’s archetypes allows you to:
• Better understand the brand’s journey
• Increase communication between the “conscious” and “unconscious”of the consumer
• Give the brand more meaning and self-sufficiency
• Inspire and motivate
• Deal effectively with “difficult” people
• Have greater flexibility in choice
• Be more effective (efficient) in understanding the brand’s strategy
• Create a balanced organizational culture
• Create a brand personality that matches the values and voice of the brand
• Create loyalty from consumers

Archetypes are the link between the inner "child" and the inner "parent". Together, these archetypes form a cycle, a "society", which allows the individual to express himself in a given situation. When these archetypes are awakened in an organization, the brand is ready to make a statement.

Legacy

A brand is a vision and a strategy for positioning functional characteristics, meaning and values. It is necessary to identify and effectively use these elements of the brand essence, for this it is necessary to be fluent in the visual and verbal language of archetypes. The creators of outstanding brands intuitively came to understand this paradox. Significant brands understand that their popularity is not only quality or success, but also, creation, a constant outflow to the “memories of the old” – a unique and convincing unconscious meaning.

Branded House

The main brand is the main dominant figure of the offer, the starting point. Conceptually, it usually occupies a leading position.

Subbrand – modifies the associations of the main brand in the context of the market of a specific product.

Endorsement brand – serves to ensure trust in the brand and to introduce innovations and new advantages into the strategy.

In most cases, the role is to represent the strategy, people, resources, values and traditions.

Branding House

Key characteristics of a Branded House include:
Unified Branding: All products or services under the master brand share a consistent brand name and visual identity.
Easier Brand Recognition: Consumers are more likely to recognize and trust sub-brands due to their association with the established master brand.
Cross-Promotion: Successful offerings can help enhance the visibility and credibility of other products under the same brand umbrella.
Resource Efficiency: Marketing efforts can be streamlined, as the master brand can allocate resources to
Copy
Regenerate

Sub-brands

Sub-brands are individual products, services, or groups of offerings that fall under a larger parent brand or master brand umbrella. Each sub-brand has its own unique identity, voice, and positioning, while still being aligned with the overall values and attributes of the parent brand.

Key aspects of sub-brands include:
Distinct Positioning: Sub-brands target specific customer segments or niches, allowing for tailored marketing strategies that resonate with particular audiences.
Flexibility: They can adapt their messaging and design without altering the overarching identity of the parent brand, enabling them to respond to market demands effectively.

This value can influence consumer behavior, allowing companies to charge premium prices and fostering customer loyalty.

Brand Endorser

A brand endorser is an individual, often a celebrity, influencer, or public figure, who promotes and advocates for a company’s product or service.

Their role is to use their image, reputation, or credibility to increase brand visibility, build trust, and ultimately drive sales. Brand endorsers are chosen based on their alignment with the brand’s values, target audience, and marketing goals.

Benefits of Using a Brand Endorser:

• Enhanced Credibility: Association with a trusted individual can increase consumer confidence.
• Broader Reach: Endorsers can introduce the brand to their fan base or followers.
• Stronger Brand Recall: A familiar face makes campaigns more memorable.
• Cultural Relevance: Endorsers often reflect current trends and resonate with specific demographics.

Neoplasticism

Neoplasticism, also known as De Stijl (“The Style” in Dutch), is an artistic movement that emerged in the early 20th century, primarily in the Netherlands. It was founded by artists and architects such as Piet Mondrian and Theo van Doesburg. Here are the key characteristics and concepts of Neoplasticism:

Core Principles

Abstraction:
Neoplasticism emphasized pure abstraction, moving away from representational forms to express ideas through geometric forms and primary colors.
Balance:
The movement sought harmony and balance, using a grid structure to organize space and achieve visual equilibrium.
Color and Form:
It focused on the use of primary colors (red, blue, yellow) alongside black, white, and gray.
The use of straight lines and rectangular forms was essential, avoiding curves and non-geometric shapes.

Philosophical Underpinnings

Neoplasticism was grounded in a philosophy of universalism and idealism, aiming to express a new aesthetic that reflected the modern world.
It sought to create a new visual language that could transcend individual experience and cultural differences.
Influence on Architecture and Design:

The principles of Neoplasticism influenced not only painting but also architecture, interior design, and other disciplines, leading to the development of modernist architecture.
Notable examples include the Rietveld Schröder House designed by Gerrit Rietveld, which embodies De Stijl ideals through its spatial organization and use of color.

The movement's philosophy aimed to convey universal ideals beyond personal or cultural constraints. It can serve as a metaphor for the search for common ground in diverse perspectives, emphasizing a collective human experience.

Legacy

Neoplasticism has had a lasting impact on various modern art movements, including Abstract Expressionism and Minimalism.
Its emphasis on geometric abstraction continues to influence contemporary art and design.
Neoplasticism is significant not only for its aesthetic contributions but also for its philosophical approach to art as a means of expressing deeper universal truths.

Green Rock

Elevate your lifestyle with our juicy branding experience.

Green Rock Management Group is a global company that delivers large-scale territorial development projects.

Services

Art Direction, Branding, User Research, Website Design

Client

Green Rock Management Group

Year

2023

Website

Challenge

Our client needed a brand concept to better reflect their evolving business values and web site design.

We have created and integrated with great commitment UX/UI design for web site, brand concept, identity, brand book, material design,présentations, photoshoot.

Goal

We did some intense market research, refined their brand message, and created a brand new look to truly showcase their identity.

Armed with insights, we meticulously refined their brand message for authenticity and resonance. Beyond words, we embarked on a creative journey, crafting a fresh visual identity that truly showcases their unique essence. This integrated approach, blending refined messaging and a captivating visual aesthetic, empowers our client to confidently communicate their values and engage their audience in a meaningful way.

Result

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FFCOFFEE

Transcending expectations. Shaping unprecedented branding.

Cheers to breaking conventions, embracing flavor, and raising a glass to the art of coffee Elevate your palate!

Services

Art Direction, Branding, Design, User Research

Client

Funny Fusion Coffee

Year

2022

Website

Challenge

Our client needed a logo design and brand concept to better reflect their evolving business values .

The structure of our approach is based on the client’s purpose and positioning of their product. Coffee capsules with mushroom extract can be identified by their logo design.

Goal

We did some intense market research, refined their brand message, and created a brand new look to truly showcase their identity.

Analyze the competitive landscape to understand other digital creators, branding agencies, and website development firms. Identify opportunities and challenges in the market.

Free Hanging Banner on Wall Mockup PSD-Recovered

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A new age of outstanding landing pages has arrived.

Cheers to breaking conventions, embracing flavor, and raising a glass to the art of brewing. Elevate your palate!

Services

Art Direction, Branding, Strategy, User Research, Website Design

Client

Impact

Year

2023

Website

Challenge

Our client needed a brand refresh to better reflect their evolving business values and appeal to a younger demographic.

Dived into understanding Impact Presents’ brand identity, its target audience, and the primary goals for the website.

Determined the key features required, including a gallery section to showcase past events and an events section to highlight upcoming ones.

Identified the need for an intuitive administration panel to manage content efficiently.

encompassed a holistic approach — from visual aesthetics and messaging to a profound reimagining of the overall brand experience.

Goal

We did some intense market research, refined their brand message, and created a brand new look to truly showcase their identity.

Design Concept and Visual Identity:

Developed a design concept that resonates with the company’s brand ethos and appeals to its target demographic.

Crafted wireframes and mockups to visualize the layout, ensuring seamless navigation between the gallery, events, and administration panel.

Incorporated modern design elements such as sleek typography, vibrant color schemes, and subtle animations to enhance user experience.

Bringing back visitors to the world of craft beer! Such an exciting journey!

Babani Bakery

A new chapter in Bakery Art

Services

Art Direction, Branding, Concept, Design, Logo, Performance, Website

Client

Babani Bakery

Year

2022

Website

Cheers to breaking conventions, embracing flavor, and raising a glass to the art of bakery.

Challenge

Babani Bakery is an Armenian company specializing in cookies, cakes, and low-calorie desserts.

In our bustling bakery, we rely on a meticulously curated selection of state-of-the-art equipment to bring our delectable creations to life. Each piece is chosen with precision, ensuring it meets the highest standards of quality, efficiency, and precision.