Brand Archetype Series: The Jester

Brand Archetype Series: The Jester

branding Jun 13, 2024

When it comes to building a business that you love showing up in each day and that naturally attracts your soulmate clients, understanding brand archetypes can be incredibly helpful. 

The twelve archetypes, first introduced by psychologist Carl Jung, provide a framework for understanding the different personalities that brands can adopt to build faster connection and trust with their audiences.

Using archetypes in branding goes far beyond the surface. By adopting a specific archetype, you’re inviting your audience into a story where they can see themselves; and showing them the role you’ll play in their journey – will you be the supportive and nurturing Caregiver, the adventurous Explorer, or the passionate Lover? 

This narrative approach to branding taps into universal truths, stories we’re all familiar with, and emotions everyone understands, making your message so much more relatable and memorable. 

When you align your brand with an archetype, you’re essentially creating a living, breathing entity that speaks directly to the heart of your audience. And in today’s busier-than-ever online world, having a brand that feels like a friend or role model can make all the difference in grabbing your audience’s attention

For an overview of all 12 archetypes, check out this blog post. Otherwise, keep reading to discover more about the Jester.

What is the Jester Brand Archetype?

The Jester archetype, also known as the Comedian, Entertainer, Clown or Trickster is innovative, spontaneous, and funny.

Brands that embody the Jester archetype tend to be the life of the party! They enjoy life, embrace joy, think outside the “box,” and break things down with humor.

You can leverage this archetype by focusing on designing unique, entertaining experiences and offerings, and injecting humor and fun into your programs, products, and services to ensure your clients enjoy engaging and memorable interactions. Personalize these experiences with playful and surprising elements that resonate with the Jester’s lighthearted nature, making your clients feel valued, recognized, and entertained.

The Jester’s personality is optimistic, spontaneous, fun-loving, and energetic. They are usually not boring, stuffy, predictable, or serious.

The Jester’s core desire is to to live in the moment and enjoy every second of it, and they are motivated by connecting with others while having fun. Their big purpose is to spread joy, lighten up the world and help everyone have a little fun in the process.

They value being present, laughter, humor, fun and living life to the fullest.   

Their strengths include thinking outside the box, spreading joy, making people laugh and shedding light on the truth by using humor to broach difficult topics. However, their weaknesses include self indulgence, ignoring important issues, or struggling to be vulnerable.

No matter what, the Jester does not tolerate doom and gloom, or pompous people.

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The Jester Archetype in Branding

Through their brand, the Jester promises to help us process the difficult absurdities of the world.

They make their clients and audience feel like they can be their true selves and still be accepted, even LOVED by others.

They achieve this through a unique brand voice that is clever, outrageous, enthusiastic, and maybe sometimes sarcastic.

This voice includes brand messaging such as phrases like, “life of the party,” “eat the cake,” and “jump for joy.” The Jester may also use words like, “cheeky,” “bonkers,” “party,” “play,” “entertain,” and “juggle.” 

The Jester’s brand visuals are typically playful, colorful, and outrageous. Colors best suited to the Jester are orange, pink and yellow; however the Jester can be expressed through a variety of colors as long as they are bright and chosen with color psychology in mind. 

Images portray related themes, activities, and motifs, such as humor, fun, and playfulness. Imagery that is light hearted works well for this archetype. Below is an example of a brand moodboard from our Jester Brand Bundle, so you can get a feel for the visuals.

In practice, you’ll find Jester brands making jokes, being mischievous, and infusing play into everything they do. They’ll also get their audience to think in new, creative ways and see things from a different perspective.

Jester Brand Examples


Ben and Jerry’s

Ben and Jerry’s embraces the Jester archetype through its fun and whimsical approach to ice cream. Known for its creatively named flavors like "Chunky Monkey" and "Phish Food," Ben & Jerry's not only brings a playful twist to traditional ice cream but also infuses humor and cultural references into its branding. 

Their colorful packaging and engaging social media presence further enhance their image as a fun-loving brand that doesn’t take itself too seriously.


Wendy's fits the Jester archetype due to its famously sassy and witty personality, especially showcased on social media platforms like Twitter. 

Wendy’s has mastered the art of playful banter, often roasting competitors and engaging in humorous exchanges with customers. This approach not only distinguishes Wendy’s in the fast-food industry but also creates a relatable and entertaining brand persona that attracts and delights customers.


Skittles embodies the Jester archetype through its surreal and colorful marketing campaigns that invite consumers to "Taste the Rainbow." Skittles’ advertisements often feature bizarre and humorous scenarios that stand out for their originality and whimsy. 

Their approach to branding is all about bringing joy and a sense of the unexpected, making each interaction with the brand a fun and unpredictable experience.

Jester Pop Culture Examples

Tina Fey

Tina Fey epitomizes the Jester archetype with her sharp wit and impeccable comedic timing. 

Renowned for her role on "Saturday Night Live" and for creating the hit series "30 Rock," she uses humor to comment on social norms, politics, and everyday absurdities. Her ability to craft stories and characters that both entertain and provoke thought cements her status as a quintessential Jester, bringing laughter and lightness to serious subjects.

Robin Williams

Robin Williams was a master of the Jester archetype, celebrated for his dynamic energy and rapid-fire humor. With a career that spanned stand-up comedy and diverse roles in films like "Mrs. Doubtfire" and "Aladdin," Williams brought a sense of joy and spontaneity that resonated deeply with audiences. 

His ability to connect with people through laughter and his improvisational genius made him a beloved figure whose comedic legacy endures.

Amy Poehler

Amy Poehler also embodies the Jester archetype through her roles in comedy and her ability to infuse humor and light-heartedness into her work. 

Known for her role on "Parks and Recreation," Poehler's portrayal of Leslie Knope combined earnestness with a quirky sense of humor, making her character both endearing and hilarious. 

Off-screen, her collaboration with Tina Fey on various projects and her work in creating "Smart Girls at the Party," an organization aimed at helping young people cultivate their authentic selves, highlight her commitment to using humor as a tool for positivity and empowerment.

These brands and individuals not only express the external traits associated with the Jester archetype—such as wit, humor, and spontaneity—but they also evoke deeper emotional responses that resonate with audiences, making them enduring symbols of the Jester.

Get the Jester Brand Bundle

To get access to my Jester Brand Bundle, complete with visual guidelines and marketing templates, logos, color palettes, images, patterns, elements, and so much more, join us in the Impact Tribe here!

Check out The Rest of This Series

  • Hero 
  • Magician 
  • Outlaw 
  • Everyperson
  • Lover 
  • Explorer (coming soon)
  • Innocent (coming soon)
  • Sage (coming soon)
  • Ruler (coming soon)
  • Caregiver (coming soon)
  • Creator (coming soon)

Find Your Brand Archetype

Recognizing your archetype is just the beginning. From there, it’s important to integrate it into every facet of your brand, your messaging, and your visuals in a way that resonates with those you aim to serve. 

If you're ready to dive deeper and uncover the archetype that reflects YOUR brand's personality, I invite you to take my brand personality quiz today. Discover which archetype aligns with your brand's essence and how you can leverage this understanding to craft a brand that stands out and speaks directly to the hearts of your audience.

Don't stop here, though. Join our community in the Impact Tribe to get immediate access to all 12 brand bundles, and stay in touch by subscribing to our emails so you can stay tuned as we continue to explore each archetype in depth in the coming weeks.


Brand Archetype Series: The Lover

May 24, 2024

Brand Archetype Series: The Everyperson

May 03, 2024

You Are Not Your Brand

Apr 05, 2024