Look closely and you’ll see how the Rufus & Coco brand personality resonates strongly with the Innocent Brand Archetype, particularly with how it demonstrates both wholesomeness and purity through featuring photos of sweet, unassuming animals and smiling pet owners across the website.
The Innocent Brand Archetype values simplicity, honesty, well-being and safety; whilst fearing impurity, contamination, pollution and sinfulness.
(To learn more about the core 12 Jungian Archetypes, upon which brand archetypes are based, you can also check out this article.)
It’s important to note how this brand archetype is known to powerfully appeal to an audience who themselves are responsible and aware, who prefer the natural over the synthetic and artificial.
Rufus & Coco understands what makes their target market tick, and have aligned their brand personality to reflect this.
To be specific, Rufus & Coco recognise that their target market adores their pets and want to provide these animals with the best quality of life possible. Whether that’s through facilitating positive mental and emotional wellbeing, by using a range of engaging and interactive toys; or whether it’s through nurturing their animal’s physical health, with a healthier and informed diet and grooming equipment.
In fact, the brand is positioned not only as the #1 company to help pet owners offer their animals the best mental, emotional and physical quality of life, but also as the #1 company to turn to for the best quality products.