the Lover archetype &
how it translates

The Lover brand archetype prioritizes luxury, enjoyment and evoking emotions. Lover brands are always looking for ways to make others feel special and valued. Brands who identify with this particular archetype like to celebrate the joys of being human, fostering bliss and a sense of romanticism in their consumers. But don’t let the name mislead you; it’s not just about romance.

More than anything, the Lover archetype wants to achieve connection through close relationships, and create a special feeling in others. Lover brands value helping people find love and friendship through beauty, communication, and closeness.

This archetype consists of customers who value aesthetic and appearance. They are likely to be drawn to premium brands that will make them seem more attractive to others. The focus on aesthetics means a high-class presentation, because simply being functional isn’t nearly enough for this archetype.

Lover brands use passionate, adjective rich language and word choices. This draws customers in, making them feel a sense of affection from the brand. Rich colors like deep blues and golds are used to create a strong visual appeal. Anything that pleasures the senses – beautiful things, enticing smells, indulgent foods – give joy and delight to the Lover.