The Explorer brand archetype can’t wait to experience more freedom. They seek out new things and escape from the mundane and tediousness of life. If ever trapped or required to conform they will be rendered empty of value. 

The Explorer brand archetype craves adventure and wants to just discover the world for themselves. They are independent, ambitious and spiritual but on the negative, they can be restless, aimless and a bit flaky. The Explorer stays current with trends and encourages individual initiative to help people grow. Adventure is a means of enlightenment, and the Explorer is focused on self-discovery and self-sufficiency. They create products that promote individuality, excitement, and a way to experience new things.

Customers of the Explorer embrace brands that promote freedom and discovery, especially those that let the customer embark on a journey with them. Explorer ads wont be domestic-focused, they usually are about nature and taking a risk.