Replying to @anti_itch I would aso research how other beands do these archetypes well. The innocent craves safety, the sage craves knowlege, the explorer craves freedom. Examples of the innocent: Dove skincare, Nestle, Coca-Cola. Examples of the Sage: Google, BBC, Audi, Volvo. Ex of the Explorer: Patagonia, the North Face, Nat Geo, NASA, Jeep.