An effective way to define a brand's personality and story is through the use of archetypes. There are twelve specific archetypes that can be used to guide brand strategy. Identifying a brand with a story and something that is reliable will envoke emotion that consumers seek to gain from the brand.

Defining the archetype in the early stages of a product and package development can dramatically help steer the design process towards a successful execution that follows a main vision - and one that can extend beyond packaging into every touchpoint for your brand.