The lover archetype is one of The 12 Brand Archetypes that represents passion, love, and connection. Brands that fall into this category create desire by selling not just products and services, but experiences that resonate with the inner desire for love and intimacy. Lover brands also try to make customers feel valued and cherished. This further helps to enhance their emotional connection with the brand.
Before exploring some examples of Lover Archetype brands, let’s talk about The Lovers archetype in film and how this archetype has created some of the most iconic and memorable characters.
The Lover Archetype in Film
In film, The Lover Archetype can be seen in movies that explore themes of love, romance, and human connection. Through these stories they are able to capture emotion and leave a lasting impact on viewers. One example is Titanic when Jack and Rose both feel romantic and passionate about each other as they head towards a tragic end. It can also be seen in other movies like Casablanca or The Notebook.
“You are the only one”
DESIRE: Connect with others
PERSONALITY TRAITS: Passionate, Romantic, Experiential, Elegant, Compassionate, Soothing, Affectionate, Empathetic
EXAMPLES: Chanel, Dolce & Gabbana, ZARA, Kay Jewelers, L’Oreal, Tiffany & Co., Godiva, Prada
Examples of the Lover Archetype
Brands that fall into this category often tap into the desire for love and intimacy through their products, storytelling, messaging, images and experiences. Below are 5 examples of Lover archetype brands as well as how they use video commercials to tell their story in unique ways. By studying their commercials, we can gain a better understanding of the essence of these brands.
1.) Dolce & Gabbana
Dolce & Gabbana is a luxury brand that is deeply rooted in Italian heritage and synonymous with romance, passion and sophistication. These attributes are also expressed through their commercials, One example is “Street of Dreams” which is their commercial for The One fragrance which was directed by Martin Scorsese. Through this commercial, they tell a compelling love story that taps into the desire for intimacy and connection.
2.) Tiffany & Co.
Tiffany & Co. is an iconic luxury brand that is known for elegant jewelry, timeless designs and experiences that speak to the desire for romance, connection and self-expression. This can be seen through their campaign: A Tiffany Holiday, in which they tell a story of love that customers can relate to. Through these stories, they evoke feelings of love, affection and passion.
3.) Godiva
Godiva is a renowned luxury chocolate brand that is known for exquisite tastes, decadent flavors, and elegant packaging. Through their chocolates, they foster an emotional connection between the giver and recipient. Godiva has become synonymous with sophistication and romance. These traits can be seen in everything they do from their products to their commercials and experiences.
4.) Hugo Boss
Hugo Boss is a renowned fashion brand that is recognized for its sophistication and modernism. Their commitment to quality craftsmanship further enhances the brand’s appeal. Hugo Boss is a fine balance of both the Ruler and the Lovers archetype. This can be seen in their reputation of prestige and refinement along with their commercials that tap into the desire for intimacy,
5.) Chanel
Chanel is another iconic brand that has captivated audiences for decades with their timeless elegance, sophistication and glamor. Through their emotional branding and advertisements, they also convey themes like desire, romance, and self-expression. One of their most iconic campaigns was their Blue Sky campaign for Chanel No. 5. which was directed by Ridley Scott. This was one of the most iconic campaigns of the time and it really helped to further strengthen the brand’s image.
In conclusion, The Lover brand archetype has a personality of a lover but it could also be about close relatives or friends. It is more about fostering deeper connections and living life to the fullest. Brands that embody the Lovers archetype are admired for their unique ability to pull on heartstrings and bring people closer. Some perfect examples are Dolce & Gabbana, Tiffany & Co., Godiva, Hugo Boss, and Chanel. This archetype can also be seen in film and in other aspects of culture. So which Lover brands do you admire the most and why? Let us know in the comments below.
If you enjoyed this article then you may also enjoy my previous one on The 12 Brand Archetypes.
