Archetypes of natural brands

Expo West 2018

The classic Magician previously manifested in spiritual, mystical codes but the new Magician is adapting its look to gain scientific credibility while maintaining some key, magical language.

The Sage was most frequently personified as an actual person, usually in the form of a trusted founder. Now The Sage is stepping away from founders, instead relying on the ingredients to communicate their own power.

The Innocent was previously occupied with making natural products a pleasant, safe alternative to mass options but is now reveling unconditionally in its charming imagination.

The Ruler is just waiting to declare dominance over its chosen natural product category, whereas the Hero needs a large landscape to adventure around, with clear antagonists and an audience rooting for it.

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