Creating
For over 30 years the Frugoni studio has been establishing relationships of trust with its customers.
ARCHETYPE | LOGO DESIGN | BRAND IMAGE | INVITE EVENT | WEBSITE
SELECTION OF 6 OF 12 ARCHETYPES
The Hero has a strong sense of right and wrong, looks to make a difference and seeks to overcome injustices and problems. They have a core desire for mastery and inspire others to push themselves. Hero brands portray success through hard work and effort and meet challenges head-on. They are proud that their work sets them apart and see their work as important and empowering.
The Sage archetype, called ‘senex’ (old man in Latin) by Jung, is a seeker of knowledge and wisdom and believes that truth will set you free. They do not look to change the world themselves but prefer to empower others to do so by seeking out valuable information and sharing it. They are often life-long learners and thought leaders and make excellent mentors.
Brands with an Innocent archetype have a core desire to provide happiness. They are positive and optimistic and actively avoid ill-will towards others. They see the world as wondrous and fun and thrive on passing that feeling on spreading joy where they can. These brands rely on honesty and good virtues and simplicity rather than innovation.
Brands with the Explorer archetype are driven by the desire for freedom and independence and are not restricted by typical boundaries. They are similar to Rebels but tend towards exploration rather than disruption. Explorers hate conformity and prefer to push themselves into uncharted territory where new challenges and goals arise. They are adventurous and brave and are on a continuous journey of discovery.
The Rebel, also known as the Outlaw, seeks to disrupt their industry and challenge the status quo. They actively seek to rip up the rule book and dismantle existing paradigms. The Rebel is happy taking risks in order to create something unique and inspiring and see themselves as free thinkers. They are not appealing to all and often create a cult-like following inspiring very strong brand loyalty amongst a smaller close-knit audience.
The Magician brand archetype is a visionary that wants to dazzle their audience with new and exciting experiences and make dreams come true. They like to take their followers on a mystical journey and provide them with magical moments that stick in their memory. Magicians savour knowledge but prefer to use it to realise their vision than share it directly with the world.
THE CHOSEN
CHOICE OF THE ARCHETYPE
THE SAGE
The Sage archetype, called ‘senex’ (old man in Latin) by Jung, is a seeker of knowledge and wisdom and believes that truth will set you free. They do not look to change the world themselves but prefer to empower others to do so by seeking out valuable information and sharing it. They are often life-long learners and thought leaders and make excellent mentors.
Desire: Find the Truth
Goal: Understanding
Strategy: Seek information and knowledge
Brand Message: “The truth will set you free”
Traits: Wisdom, Intelligence, Expertise, Information, Influence
Fears: Lies, Misinformation, Ignorance, Inaccuracy, Stupidity
Brands: TED, Google, BBC, Discovery Channel, The Times
VALUES
Experience
Creativity
Quality
Research
LOGO DESIGN
Innovation
is based on the ability to transgress.
A new Brand Image that can best present the design studio and the new location with essential lines and the highest quality materials.
