Scientific Journal of Motaleate-e Tatbighi-e Honar

In today's world, it has become possible to introduce and introduce various commercial, social and cultural goods, services and activities through branding and a series of organized design efforts. Archetypes, as an inspiring element of brand personality, can be represented and used in the process of designing and creating many brands. On the other hand, branding, which is one of the most important aspects of business and organized actions to create awareness and loyalty in customers, has a wide and unlimited capacity to communicate. The present qualitative research is a case study of the most important visual features of three well-known brands and its comparison is the use of the lover archetype in creating the personality of those three brands. The theoretical framework of the article is based on unconscious theories and show that the brand personality as one of the most important elements of the brand has the capabilities to represent the characteristics of the archetypes based on the brand's goals. Also, the results of the analysis of the case study show that the archetype of the lover in the Chanel brand is manifested in the form of being attractive and maintaining identity towards the beloved, in the Nescafe brand in line with the sense of philanthropy, and in the Estee Lauder brand through intimacy, femininity and stability and in the visual features of all three brands, including their letter-marks and color palettes, direct, indirect, direct, and indirect signs of the lover archetype can be found.