Stability · Archetype 10
The Caregiver brand archetype
Mantra: We've got you
Visual identity
Key visual: Warm moments of hands holding and people looking after one another.
Super graphic: A sheltering arc or embracing curve.
Colour palette
- Primary: Soft Blue #A7C7E7
- Support: Gentle Green #A8D5BA
- Warmth: Peach #F7C6A3
- Canvas: Cream #FFF8EE
- Type: Warm Grey #6E6A67
Typography
Display: Nunito. Body: Nunito Sans.
Shapes and motifs
- Embrace
- Circle
- Heart
- Nest
- Arc
- Soft square
Textures
- Cotton
- Knit
- Gentle gradient
- Natural light
Motion
Smooth, slow and reassuring.
Do: Create softness, safety and easy wayfinding. Don't: Use alarming contrast or hard edges.
Verbal identity
Desire: Protect and care for others. Fear: Selfishness and harm. Promise: You're safe with us.
Adjectives
nurturing, compassionate, warm, reassuring, generous, dependable, gentle
Voice
Soft, empathetic and inclusive. The reader never feels alone.
Say
- we're here
- take care
- you've got this
Never say
- your fault
- figure it out
- deal with it
Word bank
care, protect, gentle, support, comfort, together, trust, safe, kind, nurture
Taglines
- Care in every detail.
- Here for the little things.
- Safe hands, always.
Hooks
- A gentle reminder you needed today
- How to care for someone who never asks
- You're doing better than you think
Post ideas
- Self-care tips
- Community stories
- Care moments
- Wellbeing check-ins
- Thank-you notes
Humour
Warm and wholesome
We worry about you like a mum who just learned to text.
Real world example: Johnson & Johnson
Baby care built on gentleness, trust and a parent's instinct to protect.
Do: Reassure and show real empathy. Don't: Use fear, guilt or a cold corporate tone.