The Lover brand archetype loves relationships, desires, and feelings. Lover brands will work any angle they can to become more attractive and to create moments that excite all the senses. If a Lover brand is turned down, left all by themselves, or at a loss for something to be passionate about then they have lost the meaning of the Lover brand. 

The Lover is about creating relationships and evoking emotions. No man is an island – they want to make people feel special and meet this need. They see the world in the perspective… what has love got to do with the journey we call life? Everything. Lover brands like to celebrate the physical joys of being human, fostering intimacy and bliss in their consumers.

The lover is passionate and represents anything that pleasures the senses – beautiful things, indulgent foods, enticing scents.

At their best, the Lover brand archetype will be magnetic and committed, however at their worst they can be seen as people-pleasers, obsessive and shallow.