Brand Archetypes

Through the Lens of Popular Alcohol Brands

Concept & Design

A Swiss psychologist named Carl Jung came up with a set of common personality archetypes in the 1940s that represented model traits among different people. These traits play a role in affecting our behavior on a subconscious level which in turn lead to specific desires, patterns and motivations. In Jung’s theories of the collective unconscious, these archetype roles include Maiden, Self, Trickster, Anima, Animus, Shadow, Father, Mother, Child, Wise Old Man, Hero, and Persona.

From Carl Jung’s original archetype set, 12 brand archetypes were developed to establish an innately understood and universally recognizable character type that the role of a business brand can embody. Here are visual representations highlighting a famous alcohol brand that falls into each archetype.