Belonging · Archetype 07
The Everyman brand archetype
Mantra: One of us
Visual identity
Key visual: Candid everyday people sharing ordinary, recognisable moments.
Super graphic: A casual check pattern or hand-drawn underline.
Colour palette
- Primary: Denim #3B5B85
- Warmth: Brick #A84432
- Canvas: Beige #E8DCC8
- Accent: Mustard #D9A52B
- Type: Charcoal #333333
Typography
Display: Source Sans 3. Body: Source Sans 3.
Shapes and motifs
- Rectangle
- Bubble
- Tick
- Underline
- Stripe
- Label
Textures
- Denim
- Cardboard
- Everyday paper
- Unfiltered grain
Motion
Natural, candid and unfussy.
Do: Keep it familiar, useful and human. Don't: Over-style or create distance.
Verbal identity
Desire: Belonging and connection. Fear: Being left out. Promise: Made for people like you.
Adjectives
relatable, down-to-earth, friendly, honest, practical, inclusive, approachable
Voice
Plain, conversational and neighbourly, with everyday humour.
Say
- real life
- for everyone
- we get it
Never say
- elite
- exclusive
- aspirational lifestyle
Word bank
everyday, real, together, honest, simple, home, neighbour, fair, us, everyone
Taglines
- Made for real life.
- For everyone, every day.
- Good stuff, fair price.
Hooks
- If you've ever done this, you're not alone
- Things every local says
- Real people, real reviews
Post ideas
- Everyday memes
- Customer stories
- Topical cartoons
- Local features
- Budget tips
Humour
Observational and relatable
Monday called. We let it go to voicemail.
Real world example: Amul
Topical cartoon ads comment on everyday life with gentle wit, feeling like part of the family.
Do: Speak plainly and include everyone. Don't: Sound elitist, showy or over-polished.