The Lover

Meet The Lover

Giving and receiving is the top desire for the Lover archetype. The Lover personifies the desire for intimacy and connection. Lovers want to build loving relationships and long-lasting memories. Lovers are sensual, affectionate and passionate.

Purpose

The Lover’s purpose is to explore the depths of connection and love.

Desires

Connection

Fears

Isolation, Unnoticed, Rejection, Apathy

Challenges

Lovers desire to please others, whether it's good for them or not

Motivations

Sensuality, Closeness, Indulgence, Affection, Love

Goals

Build loving and committed relationships

Promise

Love

Lover Values

Lover Imagery

Lover Voice

Seductive

Warm

Affectionate

Genuine

Appreciative

Emotional

Charming

PEOPLE Feel

Loved

Seduced

Curious

Excited

Vulnerable

Emotionally Elevated

Connected

Lover Vocabulary

Lover Strategy

Lover brands thrive when customers associate intimacy with them. This allows them to embrace their vulnerability, which deepens connection.

Lover brands bring value by being a catalyst which allows customers to feel more loving towards others in their life.

Be on brand by evoking attraction and resonating through emotions rather than logic.

Brand Experience

Intimacy and connection breeds vulnerability.

Customers seek intimacy and connection. They feel appreciated in a special way.

Customers feel desired and sexy; and they feel permission to desire and appreciate others in their life.

Brand Culture

Healthy Relationships

Passion

Emotional Honesty

Lover Examples

Lover Commercials

Colour Palettes

Typography

Sub-Archetypes

The Romantic

True Love

Charismatic and sociable, they can be intensely emotional. They might even profess “You complete me!” - they believe so deeply in unity.

The Companion

Heart to Heart

The type of comrade and confidante you can always turn to when you need a helping hand or a forgiving ear.

The Pleasure Seeker

Erotic & Sensual

Living for pleasure and always in the moment they prefer to indulge in the more exciting things life has to offer.

The Matchmaker

Emotionally Intelligent

Acting as a facilitator they know how to draw people together. They use strategy and intuition to spot patterns that can facilitate deeper connections.