Human Driver: Independence & Freedom


The EXPLORER archetype is perfect for brands that promise the joy of discovery – perhaps through travel or even through armchair adventures.

Famous EXPLORER characters include Indiana Jones, The Goonies, Dr Who.

If your business helps people feel free or is pioneering in some way, then the EXPLORER archetype could be a good fit for your brand.

The EXPLORER archetype is often associated with products that are rugged, outdoorsy or for use in dangerous situations.

Brands who adopt the EXPLORER archetype may offer a product that can be used ‘on the go’.

If you provide your customers with a way to express their individuality or your organisation has an EXPLORER culture, you should read on.


The Explorer - Key Facts


Don’t fence me in

Also Known As

Adventurer, Pioneer, Seeker

Why People Love You

They love to live vicariously through you. You makeĀ them feel alive


To find out who you are by exploring the world around you

Human Desire


Brand Values

Discovery, Curiosity, Individuality

Brand Behaviours

Restless quest for discovery, providing an escape from boredom & routine

Brand Characteristics

Spontaneous, Daring, Adventurous, Curious, Courageous, Individualistic, Confident, Resourceful

Famous EXPLORER Brands

THE NORTH FACE: “Provide the best gear for our athletes and the modern day explorer, support the preservation of the outdoors, and inspire a global movement of exploration.”

LAND ROVER: “We unite vehicle and driver with adventure, bringing them together to take things further.”

Related Archetypes

Archetypes which also have Independence as their human driver – INNOCENT & SAGE.

The OUTLAW archetype could be quite complimentary for EXPLORER brands who seek freedom with a bit of a rebellious streak.


Want to know more about the EXPLORER archetype?

Access everything you could possibly need to know about the EXPLORER, including swipeable ideas for your brand, with my EXPLORER Brand Mastery course – COMING SOON!

Find Out MoreRegister Interest


Not sure if the EXPLORER archetype is right for your brand? Take my brand archetypes quiz

Brand Quiz