The Everyman / Neighbor
The 12 brand archetypes are based on Carl Jung's personality archetypes. This brand stylescape takes its inspiration from the Caregiver Archetype. The Caregiver is focused on helping and serving others. They look after animals and people until they are strong enough to care for themselves. Unicef, Johnson & Johnson, and TOMS are often cited as brands which embody the Caregiver Archetype.