Welcome! The Brandbox is a space for you to explore and immerse yourself in insights, inspiration and attributes that shape our refreshed brand.
Choose your brand journey...
Open our Toolbox to discover the Why? How? and What? behind our brand refresh. Help yourself to useful templates, references and marketing material here.
And.. step into the playful arena of the Exbox, where you can experience the 3 brand archetypes through your 5 senses.
Open your imagination. Sharpen your senses. Get ready for a stimulating sensory exploration of the Alexforbes archetypes.
Archetypes have always been used in story telling to help us recognise characters such as the hero, the innocent and the outlaw.
In marketing, Carl Jung's 12 behavioural archetypes guide us in identifying our customer and brand with an ideal archetype.
There are two primary reasons why we would align our brand to an archetype/s.
Connection: We need to make a deeper and more meaningful connection with our audience
Differentiation: We wish to establish a personality which is unique and memorable.
Alexforbes has chosen 3 archetypes who typify our brand -
Mastery
Where there is a will, there is a way
Understanding
The truth will set you free.
Belonging
You're just like me and I'm just like you.SeeSeeHear
The Hero
The voice of the Alexforbes Hero sounds strong, confident and proud. The Hero's timbre is rich and resonant. The voice of the hero falls into the musical areas of bass (assertive) and baritone (calming).
Bravely spirited, they speak up and speak out for themselves and others.
The Hero typifies the musical genre anthemic, uplifting and dramatic.
The Everyman
The voice of the Alexforbes Everyman is warm, and friendly with an energetic mezzo (midtone) timbre.
Open and warm, The everyman greets people by name or nick name and can resonate well on any frequency.
They typify the music genre of homely, welcoming and joyful.
The Sage
The voice of the Alexforbes Sage is calm, well balanced and assured. The timbre is honeyed, lyrical and smoky.
Confident and well-versed, they express insights and anecdotes to share knowledge with others.
They embody the music genre of earthy, inspiring and tranquil.
TasteTasteSmellThe Hero
The Alexfores Hero fragrance comes from the leather family, known for its durability and its aesthetics. The scent is created from fragrant woods and dried birch bark, with a smoky infusion.
The aroma of leather is unmistakable, reminiscent of a product built to last. It is not just the fragrance, but the patina of leather that makes the Hero archetype so memorable.
The Sage
The Alexforbes Sage fragrance takes inspiration from the pages of books. Old books, new books, text books, hard cover and soft, all have a distinct smell. The organic compounds in pages release chemicals that smell like almond, vanilla and grass.
It is not only the smell of the book but the knowledge which flows off pages which informs this archetype’s perfume.
The Everyman
The Alexforbes Everyman fragrance is based on aquatic or ozonic notes. It is can also be described as being “fresh out the shower” crisp, cool and clean. It evokes the fresh essence of the ocean, salty sea spray and the sun on your skin.
It is gentle, yet alluring, and because it contains androgynous elements, it appeals to all genders. An everyday scent for every woman and every man.
Feel100% Genuine leather feels heroic - soft and yielding, yet flexible and slightly gritty to the touch. It is durable, timeless and wears better with age. Aged leather creates the patina which smooths out the original grain, leaving an impression of comfort and dependability.
FeelThe feel of fibrous paper beneath your fingers as you turn a page (or the smooth, cool glass as you tap your tablet), unlocks the reward of insight and knowledge.
The flow of energy through the touch of your fingertips fuels your mind, connecting dots, creating pathways to help you learn and grow and feel empowered.
Skin on skin is the purest form of touch for the Everyman. The hug, the handshake, a pat on the back – these all carry the texture of warmth and encouragement. It is how we connect, give support, show compassion. At every age, for every human, the touch of a hand tell us that someone cares.
