CREATING A FEMININE BRAND: THE WILD WOMAN ARCHETYPE IN BRANDING
Written by Kat Fletcher
Deep within each of us, untamed, unashamed and instinctive by nature, lives our wild woman. She knows nothing of proprieties, is untouched upbringing, and has wings that spread far beyond the expectations of the world. With roots in the earth and direct access to her soul’s deepest desires, she was only ever born to be wild and free.
WELCOME TO THE FEMININE BRANDING SERIES
Just as a woman can be many different things, so can a feminine brand. Gone are the days of just splashing a bit of pink and a swirly font onto a design and saying it’s for women. As the world awakens, women are blooming into their multidimensionality, embodying each and every facet of themselves, and it’s beautiful.
When we fully integrate the idea that a woman is not just one thing, it’s easy to see that a feminine brand can embody different styles, values and energies. In this blog series, we explore the various feminine archetypes and how they can be infused into branding. Welcome to the Wild Woman…
OVERVIEW
Wild woman brands often are rooted in themes such as connection to earth, female empowerment, self expression and soul calling. They are not afraid to shake things up, and their mission is often a bold one. The brand values could be things like authenticity, intuition, creativity, courage, freedom, passion, embodiment, exploration and evolution.
AUDIENCE RELATIONSHIP
As a wild woman brand, you speak straight to the wildness that’s in all women. The free, raw, boundless woman who follows her own path. You encourage your audience to embrace their natural selves, break away from constraints, and take the road less travelled by. They see themselves in your brand, and get the feeling that what you offer will help them embody that confident, authentic version of who they are.
TONE OF VOICE
At the core of it you speak your truth. With freedom, authenticity and expression as themes running throughout your brand, you speak in a way which is inspirational and empowering for your audience, encouraging them to join you on your adventure. Your tone will also be down to earth, and feel like a natural way of speaking, avoiding unnecessary formalities.
BRAND AESTHETIC
There are many ways to play with the wild woman aesthetic, but they will often break away from anything too prim and perfect, and instead embrace a style that’s more raw, natural and energising.
BRAND PHOTOGRAPHY
As you might expect, wild woman brands will often have wild woman photography. Whether in the sea, jungle or with feet deep in the earth, women connecting with nature is a key theme here. Expressive body positions can also convey this feeling of wildness.
As well as the female form, natural elements like plants or shells can be used in photography, providing the style shows these things out in their natural habitat. For example you likely wouldn’t be including things like house plants or perfectly painted home decor shells. Expansive views also work well to create feelings of adventure, possibility and expanded horizons.
DESIGN ELEMENTS
These could include things like raw imperfect textures, expressive art, custom type that breaks conventional norms, organic shapes, and earthy colours. See below examples of brands designed by Crafted Wild that are infused with the wild woman essence….
CONCLUDING THOUGHTS
The journey of a wild woman brand is a brave one. With the power of mother earth instilled within you, you are here to be embodied as you are, and inspire others to do the same. If this sounds like the kind of brand you’d like to create, you can use the workbook below to start laying your brand’s foundations.
