Leave Legacy


Freedom, Change, Justice, Independence Revenge.


Thralldom, Conformity, Complacency, Subjection, Dependence.


They are agents of change, advocating a user-first approach that allows people to break with conventions.

Outlaw's personality

The Outlaw embodies rebelliousness, individuality, and rejecting societal norms. Outlaw brands are bold, daring, and unapologetic, appealing to consumers who value authenticity. The Outlaw is a freedom fighter who seeks to empower individuals to make choices without interference. Representing a fearless spirit, the Outlaw brand appeals to consumers who value individuality.

It's time to demand more. It's time to go out and get it!

The Outlaw is a freedom fighter. They fight against conformity because it removes free will and the ability to choose what works best for them. The Outlaw does not want rules that restrict everyone; they just desire for everyone to be able to make choices without interference.

Characteristics of the Outlaw archetype

  • Reject societal norms and rules, carving their path and operating outside of the traditional framework.
  • Not afraid to take risks and make bold statements, embracing their individuality and rejecting conformity.
  • Challenge the status quo, pushing boundaries and sparking change in the market.
  • Unapologetic and unafraid to express their opinions and beliefs, even if they are controversial.
  • Provoke and challenge their audiences, sparking conversation and inciting a response.

Examples of brands that embody the Outlaw archetype.

The Official Be Stupid Philosophy – DIESEL

Diesel’s “Be Stupid” campaign is another example of an Outlaw brand that rejects convention and encourages bold behavior.

The campaign proposes that having brains causes regret whereas being stupid means one has courage and can see things for what they can be.

How to effectively use the Outlaw archetype for your brand:

To embrace the Outlaw archetype, brands must reject conformity and societal norms, take risks, spark change, be unapologetic, and provoke. They must be bold and daring, making bold statements and challenging the status quo. Brands must express their individuality, be unapologetic in their beliefs and opinions, and provoke their audiences to spark conversation and incite change. These actionable steps will help brands embody the fearless spirit of the Outlaw archetype.

“I’m not afraid of controversy. I don’t court it, but I also don’t run from it.”
– Cardi B

“I’m not afraid of controversy. I don’t court it, but I also don’t run from it.”
– Cardi B


The Outlaw brand archetype represents a rejection of societal norms and a bold, daring spirit. Brands that align with this archetype are unapologetic, independent, and challenging, appealing to consumers who value authenticity and individuality. By embracing these key characteristics and taking risks, brands can effectively leverage the Outlaw archetype to connect with their audience and make a lasting impact.

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