Brand archetype
Brand archetypes stem from Carl Gustav Jung’s theory of universal patterns in the collective unconscious that transcend language, culture, and time. This theory plays a crucial role in crafting brands that are intuitively comprehensible, resonating with individuals through shared values, and thus enhancing customer loyalty. The watchmaker, Omega, serves as a prime example of the explorer archetype, consistently venturing into new horizons, as evidenced by its collaborations with NASA and its involvement in lunar exploration.
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Motiva is an independent branding agency specialising in hospitality, tourism, and upmarket brands, operating in Vienna, Belgrade, and Porto Heli. Using insights from behavioural economics, we tap into core human motives to spark connection and influence choice—creating distinctive hotel brands, destination strategies, and luxury brand experiences that drive sustainable growth. Our work has been recognised internationally with multiple iF Design Awards, the Good Design Award from the Chicago Athenaeum, and the Tourist Austria & International Advertising Grand Prix.
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