Pursue Connection


Delight, Gaiety, Fun, Assurance, Togetherness.


Boredom, Gloom, Sadness, Loneliness, Bleakness.


Help people have a good time or enjoy what they are doing, and be more impulsive and spontaneous.

Jester’s personality

THE JESTER is characterized by its playful, light-hearted, and irreverent nature. Brands that align with this archetype use humor, satire, and irony to connect with their audience and convey their message. They often seek to subvert expectations and playfully challenge the status quo, and they are not afraid to push boundaries and take risks. They prioritize entertainment and enjoyment over serious or traditional approaches.

"Comedy is acting out optimism." - Robin Williams

Characteristics of the Jester archetype

  • A playful, light-hearted, and irreverent tone and attitude
  • A focus on humor, satire, and irony
  • A willingness to subvert expectations and challenge the status quo
  • A desire to entertain and delight audiences
  • A willingness to take risks and push boundaries

Examples of brands that embody the Jester archetype.

Known for its colorful and playful branding, as well as its quirky and offbeat advertising campaigns, such as the “Taste the Rainbow” campaign.

The Skittles “Umbilical” ad, released in 2019, features a strange and absurd scenario, typical of the Jester brand archetype. In the commercial, the two characters are studying in a library when they come across a creepy Skittles ad that seems to be listening in on their conversation. The scenario is bizarre and humorous, and it adds a touch of playfulness to the Skittles brand image. The sound technician crashing through the ceiling is an unexpected and over-the-top moment that adds to the commercial’s overall absurdity.

Overall, the “Game the Rainbow” commercial series is a great example of how Skittles uses humor and absurdity to connect with its audience and stand out in a crowded candy market.

How to effectively use the Jester archetype for your brand:

  • To effectively use the Jester archetype in your brand, prioritize entertainment and enjoyment over traditional, serious approaches. Use humor and satire in advertising and branding to connect with your audience playfully. Experiment with different forms of expression, like irony and satire, to build an emotional connection with your audience. Take calculated risks and challenge conventions to stand out and capture attention. The key is to be willing to subvert expectations and have fun with your brand’s image and message.
  • A watch-out for the Jester brand is humor is not easy to do well and sometimes doesn’t translate internationally. Brands that use humor have to tread a fine line between being funny and being insensitive or even offensive.

When the king gets depressed, he doesn’t call for his wife. He doesn’t call for the cook. He calls for the court jester.”
— Richard Simmons

When the king gets depressed, he doesn’t call for his wife. He doesn’t call for the cook. He calls for the court jester.”
— Richard Simmons


The Jester brand archetype is a powerful and effective way to connect with audiences through humor and playfulness. Brands that embody this archetype use humor to entertain and engage their customers, standing out in crowded markets and building a loyal following. It’s important for brands that want to use the Jester archetype to do so in a thoughtful and strategic way, carefully considering their audience and the impact of their messaging. Brands that can successfully use humor and playfulness to connect with their audience can create a lasting and meaningful connection with their customers.

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