"Living passionately."


Lover Archetype Wheel

The lover is heart-centered and focused on the joys of connection and relationships.

A few qualities of the LOVER ARCHETYPE include: sensuality, closeness, intimacy, indulgence, affection, love, passion.

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.




Lover Archetype Industries

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

Fragrance & Cosmetics



Indulgent Food

Indulgent Travel


Lover Archetype Brands

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


A Body for Every Body.

-Victoria’s Secret

Made like no other,

-Haagen Dazs

The mechanics of emotions

-Alfa Romeo

Is my Brand the Lover 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 Lover Archetype:

  • My brand will help customers experience feelings like passion, indulgence, and connection.
  • My brand lives life to the fullest: takes time to stop and smell the roses, occasionally eats (a decadent) dessert first, and doesn’t mind the occasional splurge (after all, I’m worth it.)
  • I feel that the spirit of my brand most embodies sensuality, closeness, intimacy, indulgence, affection, love, passion.

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