Lover Brand Archetype

Your brand is the Lover Brand Archetype- ready to learn how to use it?

Understand the Lover Archetype:

The Lover delights in intimacy, sensuality, aesthetics, and emotion. They achieve their goal of connection by elevating simple moments, like a walk in the garden, into delightful experiences. This archetype thrives when their life is in harmony and naturally avoids conflicts.

Lovers excel in pairs and fear ending up alone because they are unwanted or unloved. This strong need to connect can lead to a difficulty in setting boundaries or a tendency to lose themselves in relationships. At their best, they bring passion, commitment, and gratitude to all their relationships – and thrive in sharing and authenticity.

Not just an archetype of physical attraction, this archetype is also home to brands that help people feel special and important, and help capture the sentimental feelings of cherished memories.


The lover brand archetype, also known as partner, friends, enthusiasts, sensualists, team builders, and harmonizers aim to attain intimacy and partnership. Their aims are to experience sensual pleasure, human love, and aesthetic appreciation. Express appreciation for the special moments, places, things in life.


The love brand archetypes strengths are attractiveness – whether physical or charm. They exhibit passion, gratitude, appreciation, and commitment.


Lover brand archetypes need to be careful of doing anything and everything to attract and please others. They may fall victim to losing identity or having difficulty maintaining boundaries in the process. Fears of being alone or unwanted – of not being special.

Brand Voice:

The Lover archetype brand voice is that of vulnerability and sharing secrets – not just of sensuality and sex. While older images of this archetype bring to mind the highly sexualized images, today’s image may very much be your best girl friend, there for you when times are at their roughest, through thick and thin- the one who knows all of the deepest darkest secrets of your soul and still loves you just the way you are. The brand voice then, is that of self acceptance and self love. Connect with the truth of what the custom fears- rejection – and give them what they most desire – unconditional love.

 Brands and Customer:

This is a natural fit for fashion and cars, as well as for spas and other indulgent, sensory experiences. You will see a lot of chocolate brands using Lover brand archetype imagery and messages. This archetype is a natural fit for brands whose use helps people find love or close friendship. If a brand is preaching self love and self acceptance, Lover brand archetype is also a good fit.

Pin this handy reference sheet: 

Infographic of quick facts for the Lover Brand Archetype presented by Brilliant Blue Designs

Not sure you found the right archetype?

Most brands are a mix of more than one archetype – and two archetypes can be tricky but very rewarding to blend. Below you will find links to all of the archetypes so you can familiarize yourself with other descriptions and characteristics to see if there is one that feels like a better fit for you and your brand. If you are still struggling – feel free to contact me to chat and see if together we can sort out what works best for you!

Learn about all the brand archetypes:

Lover Brand archetype jamie thomson designer
innocent brand archetype brand personality archetype
explorer brand archetype brand personality archetype
jester brand archetype brand personality joker entertainer
hero brand archetype
Sage Brand Archetype brand personality archetype jamie thomson designer
rebel brand archetype
Caregiver brand archetype jamie thomson designer
creator brand archetype brand personality archetype jamie thomson designer