"Life is a playground."


Lover Archetype Wheel

A jester communicates with humor and wit.

A few qualities of the JESTER ARCHETYPE include: fun, happiness, togetherness, laughter, positivity, irreverence, and originality.

Brand archetypes help you express the personality of your brand to customers.

Based on the work of Psychologist Carl Jung, archetypes tap into the character and values of your brand, making it more relatable.  This helps you to form stronger more authentic connections and build brand loyalty.

Jungian archetypes are defined as universal, archaic symbols and images that derive from the collective unconscious. (Wikipedia)

When you do the work to clearly define and leverage your brand’s archetype, your business will be more successful in attracting and engaging the right customers.




Jester Archetype Industries

Here are a few common industries where you may find the jester brand archetype:


Casual Food

Professional Services



Snacks & Treats

Jester Archetype Brands

Here are a few well-known brands that embody characteristics from the Jester Brand Archetype:


Spritz the bowl before-you-go and no one else will ever know!

-Poo Pourri

Peace, love, and ice cream.

-Ben & Jerry

It ain't easy bein' cheesy.


Smell like a man, man.

-Old Spice

Is my Brand the Jester Archetype?

The most important thing to consider when selecting an archetype for your brand is what will most resonate with your customers.

Start by asking “What do we most want our brand to evoke for our customers?”

Here are a few statements to help determine if your brand fits the Jester Archetype:

  • My brand will help customers see the lighter side of life, have fun, and live in the moment.
  • My brand communicates with wit and humor.
  • I feel that the spirit of my brand most embodies fun, happiness, togetherness, laughter, positivity, irreverence, and originality.

If you would like to do a deeper dive into your branding, download my free branding workbook.