The Explorer's purpose in life is to enjoy freedom, adventure and discovery

The Explorer is constantly seeking self-realisation. They want to discover, explore and be themselves. They yearn for freedom, being able to be who they want to be without boundaries. Explorers need to have purpose or meaning in their life. By exploring and learning from the world around it, The Explorer strives to answer the big life questions such as "Why am I here? What is my purpose?" The Explorer is focused on self-discovery and self-sufficiency and achieves this through being curious, adventurous and intrepid.

Your Desire

the freedom to explore and discover

Your Goal

to enjoy an exciting and fulfilling life

Your Strategy

discover the road less travelled

Your Motto

blaze your own trail

Your Fear

feeling trapped

Your Achilles Heel

aimless wandering, not able to commit

It's better to know and be disappointed than to never know and always wonder

The Explorer archetype may be right for your brand identity if:

  • your business is rugged and sturdy or for use in the great outdoors or in dangerous settings
  • can be purchased from a catalogue or on the Internet
  • helps people express their individuality
  • can be purchased for consumption on the go
  • it wants to differentiate themselves from a successful regular guy/gal brand or conformist brand
  • it has an explorer culture that creates new and exciting products or experiences
  • is exciting, risk-taking and authentic.

Brand Culture

energetic, enthusiastic and questioning

Brand Voice

minimal rules and a lot of autonomy

Brand Experience

excitement and adventure

Explorer Archetype Examples


From its original positioning of ‘Don’t Hold Back’ Jeep has cemented themselves securely in The Explorer Brand Personality.

Showcasing their drivers discovering and exploring remote parts of the world or just going on epic adventures, Jeep appeals to the individual who craves freedom and wants to explore the great outdoors.

The ‘I bought a Jeep’ campaign shows people from all walks of life surprising and delighting loved ones or neighbours with their proud announcement. The statement even conjures up images of drivers off the beaten track, enjoying their lives.

Other Explorer Brands

Personal Brand Examples

Sir Richard Branson
Steve Irwin
Sir Richard Branson
Indiana Jones

The Explorer Brand Colours






Explorer Archetype Imagery

Meet the Archetypes

Based on the concepts of 12 Personality Archetypes by Swiss psychologist Carl Jung, we believe that in modern society these 12 Archetypes can be effectively utilised in branding a business, and give them attributes that can enhance or cement their message. These personalities are based on different motivations for the observer.