Lover Brand Archetype

The LOVER Brand Archetype

The Lover is sensitive. The lover is sweet. They love to love. They lavish people they care about with affection. They enjoy anything that’s pleasing.

The lover brand is all about empowering intimacy. Whether that’s sex, romance, or something else, the lover only cares about closeness. The lover brand loves to evoke emotion, and they want to make you feel special. This archetype focuses on love, intimacy and connection first and foremost. Consequently, lover brands have a narrow focus and should stay in their lane, so to speak.

Color: Red

Brand Promise: Passion

Goal: To empower intimacy.

Strategy: To become as attractive as possible.

Personality to project: the lover, the masseuse.

Ideal Customer: The lover brand archetype appeals to consumers who want to spice things up. Though this can be sexual in nature, it doesn’t have to be. Consumers are attracted to lover brands because they empower them to be bold, daring and adventurous with those they love.

Weakness: Reputation can falter if design is subpar, brand can lose focus if too many products are introduced.


This is just a suggested palette. Colors should be selected based on a robust brand strategy and should be part of the brand identity development.

Example LOVER Brands

Christian Dior

Watch any Christian Dior advertisement and you’ll understand the essence of a lover brand. The company is all about empowering people to feel sexy, helping them reach a state of being wanted.


Here we swerve away from sex and romance and look at familial love. Hallmark is a lover brand in that they help families, co-workers and friends better communicate how they feel. Note that Hallmark’s focus is quite narrow, too. They know they’re a lover brand, so they rarely stray into politics, environmental issues, etc. Doing so would muddy the waters and would dilute their messaging.


Think of any pet brand. There’s a good chance they’ve set themselves up as a lover brand. Pets offer us unconditional love, so it’s only natural that pet product brands would create messaging that centers on love, loyalty and happiness.