Branding Saga: the 12 brand archetypes

The visual and verbal playbook for all 12 brand archetypes, with practical guidance for color, typography, imagery, voice, taglines, hooks, and content.

Independence

Seek freedom, truth and a life on their own terms.

Innocent: Keep it simple, keep it happy. Desire: Happiness and simplicity.
Sage: Know better. Desire: Truth and understanding.
Explorer: Go further. Desire: Freedom and discovery.

Mastery

Take risks, create change and leave a mark.

Hero: Prove it. Desire: Prove worth through courage.
Outlaw: Break the rules. Desire: Revolution and freedom.
Magician: Make the impossible real. Desire: Transformation.

Belonging

Build connection through intimacy, joy and common ground.

Everyman: One of us. Desire: Belonging and connection.
Lover: Feel everything. Desire: Intimacy and connection.
Jester: Life's too short to be boring. Desire: Live in the moment with joy.

Stability

Create order, care and things that endure.

Caregiver: We've got you. Desire: Protect and care for others.
Ruler: Lead, don't follow. Desire: Control, order and prestige.
Creator: Make something that matters. Desire: Create something enduring.