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At the Crossroads of Archetypes

The world around us is always on the run. It is in a process of a permanent transformation involving invention of new technologies and techniques, appearance of new trends, and an inevitable change in people’s tastes. New factors come to life, develop, interact with each other, and when their potential is exhausted, finally become a thing of the past. Nevertheless, there are always some fundamental things that remain unaltered regardless of time. These subjectively known “forms and images of a collective nature” always exist within our personalities throughout our lives, and function as a collectively inherited life experience patterns. These universal imprints on the subconscious mind are called archetypes. They exist within the subconscious, determining our primary needs and applying critical “filters” to all the information we receive.

Nowadays, a winning brand design should enable the brand to penetrate the depths of consumers` inner world, bypassing logical barriers and information sifting. Understanding and managing consumers` archetypal meanings are important factors bringing success to the brand. The primary emphasis in advertising is laid upon using imagery. Specifically, the imagery that is connected with consumers` archetypal meanings is involved.

Each archetype has its own specific meaning which determines motivation. It generates a drive to act spontaneously evading barriers of critical perception. If thebasic meaning of an image corresponds to the consumer’s subconscious patterns or idea, he starts recognizing the signs and symbols that fall into his familiar pattern. That results in a feeling of belonging. Belonging to his value system, world outlook, and personal experience – all that is known to be the key factors effecting a decision making process. It should be emphasized, that the core of the archetypal concept is the fact that along with an individual set of meanings each archetype possesses, there are always some common meanings and patterns that are present in other archetypes, or that are similar to them.

We are happy to present your attention the “Mammoth” brand that markets a protective film for telecommunication devices and equipment screens. This product was designed using the advantages of the archetypal branding. To be more precise, it was created with the help of some fundamental meanings which are common to several archetypes.

At the Crossroads of Archetypes

If you are interested to know it, we suggest that you should try to define the basic archetypes that correspond to the “Mammoth” brand. Do it on your own by using their common innate meanings that effect motivation. It is advisable to add that as far as the archetypes are concerned, a mammoth character is traditionally interpreted as a strong and calm giant animal able to stand for itself as well as to defend its relations and friends. Its symbolism embodies such fundamental meanings as safety, confidence, and care.

For instance, a “safety need” meaning can be revealed in the following three archetypes: Creator, Caregiver, Ruler (from the book “The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes” by Margaret Mark and Carol S. Pearson)

At the Crossroads of Archetypes

The product function and characteristics gave an idea for the choice of the brand name and for the general concept of the “Mammoth” brand design. The brand name, in its turn, was a basis for working out and elaborating the brand verbal and visual elements and for the establishing of effective marketing communications.

The work of the agency “Higher” at the “Mammoth” brand creation included advertising and marketing copywriting, a logo and corporate identity design, a packaging design, and a website development.

At the Crossroads of Archetypes
At the Crossroads of Archetypes

For the “Mammoth” logo a combined structure is used. It consists of the brand name written in the font “Tungsten” that was specially elaborated for this purpose and the trade mark represented in the form of an image of a mammoth. The general artistic manner in which the image is performed gives an impression of solidity and stability, and makes the logo even more convincing. The stylistic features used in this graphical representation, enhance the produced psychological effect. But the main thing about the image is its unique individuality which is also functioning as a means of the corporate values presentation.

The power to represent a collective idea at the innate, psychic level of the archetypes makes the brand logo an important link between various consumer groups, enables it to draw customers to the brand, and actually turns it into an effective factor for generating consumers` preferences. That considerably increases the target audience by means of the “archetypal segmenting”, and greatly extends the brand business reach.

At the Crossroads of Archetypes
At the Crossroads of Archetypes

The packaging and everything that it involves, including a size, form, and volume, as well as the used font, range of colors, and general visual solutions, enhance the uniqueness of the brand image. These elements carry over the right nonverbal messages to the consumer, thus influencing a choice making process, and also contain all the necessary information about the product.

At the Crossroads of Archetypes
At the Crossroads of Archetypes
At the Crossroads of Archetypes
At the Crossroads of Archetypes
At the Crossroads of Archetypes

An adaptive website design matches the brand corporate identity. A visual stylistics peculiar to “selling” advertising materials is used in the website design. Based on a fresh original approach to visuals it permits a user to easily find his way around. A harmony of the compositional solutions of the graphic images adds expressiveness, facilitates perception, and guides the viewer’s attention.

A combined effect produced by the visual images and textual lines creates a state of mind when the customers` innate “archetypal scenarios” are turning on, which ensures an integration of the brand communications with an individual perception. A certain mood, disposition, and the right associations that the creative solution intended to provoke in the customers – all this is aimed at boosting consumers` motivation through the power of archetypes. All the messages carried over by the graphic image elements to the customers, are easily perceived, recognizable, memorable, and can be converted into the meanings that are able to elude consumers` critical filtering of incoming information.

At the Crossroads of Archetypes
At the Crossroads of Archetypes
At the Crossroads of Archetypes
At the Crossroads of Archetypes
At the Crossroads of Archetypes
At the Crossroads of Archetypes
At the Crossroads of Archetypes

The new brand, and the brand name “Mammoth” as well, are already acquiring their brand “history”. It is the archetypal branding that made it possible. The brand acquires a power to keep, defend, and enhance its importance, being supported by its invisible roots: the roots that are hidden in the subtle substances of the very depths of the human nature.

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