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Brand Archetypes Astrology

“All the most powerful ideas in history go back to archetypes”
— C.G Jung

How can we uncover our customers personality and inject that personality into our brand? The answer: brand archetypes. Successful brands have a strong sense of identity, one that mirrors the hopes and aspirations of their customers. Great brands use the power of archetypes to tap into the collective unconscious and appeal to our universal human needs.

The term archetype means original pattern in ancient Greek. Defined by Swiss psychiatrist Carl Jung they are commonly used in marketing, psychology, anthropology and other social sciences. Jung used the concept of the archetype in his theory of the human psyche. He defined 12 universal, mythic characters that reside within our collective unconscious. These 12 archetypes represent the range of basic human motivations, desires and goals. They include: The Innocent, The Everyman, The Hero, The Caregiver, The Explorer, The Rebel, The Lover, The Creator, The Entertainer, The Sage, The Magician and The Ruler. Each type has its own set of beliefs, goals, values, meanings and personality traits. When you dive into these archetypes and the behaviour traits of each, you will probably recognize yourself, your family and your friends. Ultimately we’re all a blend of these archetypes, however one tends to dominate our personality.

As with star signs and birth charts, brands are catching on and looking for ways to market products based on zodiac signs – a way to personalize the brand message.

There’s another motive for brands to do this, too. 

Consumers love it when brands ‘get’ them on a personal level. And what’s more personal than offering products or recommendations based on zodiac signs? Using astrology makes sense in certain categories. Jewelry has long offered the ability to find your zodiac sign and brands like Gorjana offer just one example of what consumers shop for when looking for more personalized or meaningful pieces.

Febreze recently created the CARstrology Collection, which features 12 scents matched to each zodiac sign. The brand reached out to Aliza Kelly, a well-known astrologer, to help narrow down the fragrance options by considering what each sign gravitates toward.

Marketing teams are always looking for ways to connect with an audience. As interest in astrology grows, especially amongst millennials and Gen Z, it makes sense for brands to grow with them and find new ways to establish brand loyalty. 

Here are some ways to find your inner archetype based on your astrological sign! Try it out!

Aries – The Hero – Nike

The hero is bold and ambitious, which is fitting of the fiery Aries. They always dive headfirst into challenges and look to make the world a better place, even if it means rocking the boat a little.

Taurus – The Everyman – IKEA

Reliability, a sense of belonging, and a need for community bind the Taurus and the everyman. They are practical and down-to-earth and believe that everyone is equal. These empathic individuals keep it real and feel a desire to blend in with their community.

Gemini – The Jester – Ben & Jerry’s

The quick-fitted, expressive gemini and the fun, humorous jester are well paired together. They spread joy by living in the moment and get along well with others thanks to their ability to communicate. You can expect mischief and a good time.

Cancer – The Caregiver – UNICEF

Cancer and the caregiver are a match made in heaven. Both sensitive and intune with the needs of others; they are quick to accommodate the needs of others. They are nurturing and generous, with an intuitive sense of empathy.

Leo – The Creator – Lego

The creative, self-confident Leo has no hesitations with stepping into the light and being a leader. These traits give the creator their ability to innovate and be creative in building something which will be functional, meaningful, and enduring.

Virgo – The Sage – BBC

The Sage is a fitting archetype for the wise virgo. This earth sign is practical, logical, and diligent. They seek deeper knowledge and insight and often serve as thoughtful mentors. 

Libra – The Lover – Chanel

Libra’s and lovers alike seek to achieve and share balance, beauty, and love in all forms. The desire to be genuinely desired means they seek out connection on an emotional level and do all things with passion and generosity.

Scorpio – The Magician – Disney

Scorpio’s and magicians alike seek to make things happen in an almost mystical way. From an outsider’s perspective, you may not see them coming, but every move they make is calculated. They are visionaries who can make the impossible happen.

Sagittarius – The Explorer – Jeep

Sagittarius and the explorer both deeply value freedom, authenticity, and individuality. Virgo’s are perfectionists who approach life systematically, similarly to the explorers who need to weigh both sides of every situation before diving in. 

Capricorn – The Ruler – Rolex

Capricorns are pragmatic and disciplined, but with strong ambitions. This is what makes them the ideal candidate for the Ruler. They are energetic in nature but with a focus that leaves them always in control of their success. 

Aquarius – The Rebel – Harley-Davidson

The fearless, unapologetic rebel is the perfect match for the ever rebellious Aquarius. They seek to change the world and won’t hesitate to break the rules to do so. They’re free-spirited, eccentric, and have no desire to heed authority.

Pisces – The Innocent – Dove

The gentle, selfless Pisces is a fitting match for the innocent, who craves happiness and positivity above all else. They draw in connections from all walks of life effortlessly thanks to their gift of finding common ground with ease. 

Illustrations by: Sam Tam

Branding + Strategy


Oct 15, 2022


How can we uncover our customers personality and inject that personality into our brand? The answer: brand archetypes and astrology!

you are resilient
you are innovative
and you are a mother f*ING


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