Many brands, at a certain stage, run into the same awkward situation:
the logo, website, social media, product pages and trade show materials are all in place, each one looks decent on its own, but once you put them together, something feels off. Designers, marketers and founders all have their own interpretation. The brand deck is full of words like “young”, “global”, “professional”, “trustworthy”, but when it comes to execution, it ends up feeling like several completely different personalities are speaking for the brand at once. Over time, the image that reaches the market and users becomes fragmented and inconsistent, rather than a complete, memorable personality.
In our work with brands at different stages and in different markets, this “assets without a personality” state is almost a common pattern. It does not only appear in early-stage brands or factory-to-brand teams going overseas. The same thing often happens to mature companies whose business lines keep expanding and who now need to rebuild a coherent global image.
Why does this kind of gap in understanding happen? The problem is often not execution, but misalignment. We love to describe brands with lofty but abstract macro words, yet we lack a “translator” that everyone can understand and rally around.
If the jargon feels a bit too heavy, we might as well try a different angle: since everyone is obsessed with MBTI tests these days, why not let the brand take one as well? Treat the brand as a person and ask: what kind of personality is it? Cool-headed or expressive? Steady and restrained or bold and exploratory? It might be one of the easiest ways to understand a brand, and to redefine it.
Brand MBTI: a more intuitive way to think about brand personality
“Brand MBTI” is not about running a serious psychological assessment on your brand. It is about borrowing a concept everyone already knows and applying it to brands: imagining your brand as a person with a specific personality. Instead of listing a string of adjectives, it is more helpful to answer a simple question first: if this were a person, what would they be like? What kind of impression would they give?
Brands that feel “alive” are the ones that truly stand out in this era. They feel vivid, real, warm and value-driven. In other words, they feel human. Brand MBTI is a tool that helps us capture and articulate that “human” quality.
Dimensions like rational vs emotional, introverted vs extroverted, steady vs adventurous were originally created to describe people. Here, we temporarily apply them to brands. It is not a rigorous theoretical framework, but a working language that is easier to understand and easier to align on. It helps teams quickly reach consensus on the brand’s “tone” and “boundaries”, and then build consistent expression across visuals, copywriting and digital experience.
How we make different MBTI types tangible?
MBTI：INTJ (Architect)
Industry：Motorcycle Dash Cams and Riding Safety Gear
Personality keywords：Cool-headed / Technical / Restrained / High Standards
INNOVV speaks to riders who take riding seriously and are highly sensitive to safety. They are willing to upgrade their gear, but they do not need a brand shouting in their ears. In the early conversations, one thing became increasingly clear: if INNOVV were a person, it would be more like a cool-headed technical rider than an adrenaline-driven stunt performer. It cares about field of view, recording and stability more than about exaggerated poses. That is why we defined its MBTI as a “planner-type technical player”, leaning toward INTJ.
This personality sets the direction for the rebrand. Visually, the new identity system avoids flashy tech textures and complex gradients. Instead, it uses clear structure, a futuristic but not noisy color palette, a flexible and legible type system and a modular visual framework to draw attention back to what really matters: innovation, clarity and a sense of safety. On the imagery side, real riding scenarios and installation use cases are prioritized over abstract renderings, so that users can feel “how this device actually works on the road”, rather than “how cool this brand looks”.
In the Shopify store redesign, this INTJ-leaning personality is translated into structure and pacing. The hero section answers “what is this and what problem does it solve” straight away. The information architecture follows the actual purchase and usage journey, pulling together product lines, installation instructions, riding scenarios and support into one clear path. Interactions retain subtle motion details where it helps, but the overall experience stays clean and decisive. It gives the feeling that “everything important has been thought through and organized for you”, which is exactly how an INTJ-type brand should feel.
Click here to check the full projects of INNOVV.
MBTI：ENFJ (Protagonist)
Industry：Smart Curtains and Light Control Solutions
Personality keywords：Thoughtful / Gentle / Orderly / Experience-driven / Elegant & Rational
Keego is a brand that has always revolved around light and space. On the technical side, its products are highly rational. What they actually serve, though, is an extremely emotional layer of experience: comfort, rhythm and atmosphere in the home. We defined its personality as an ENFJ-type “warm guide”: restrained, discerning, with a clear sense of purpose about making spaces feel better.
This personality directly shaped the direction of the rebrand. Keego does not need to become a loud disruptor. It should be an elegant, trustworthy presence that brings light and order into a room. With “Unveil brilliance & the light” as the core narrative, the brand shifts from “product maker” to “shaper of living atmospheres”. Visually, it retains a blue, white and black base that signals professionalism, while adding a layered, warmer palette that echoes how light changes at different times of day and reflects a softer side of the brand’s character.
The new visual system and website experience make this personality tangible. Generous whitespace, a calm visual rhythm and clear, orderly information structure make it feel like an organised, thoughtful space consultant is talking to you. Through this coherent design language, Keego’s personality becomes visible: no longer a rational but impersonal smart home brand, but a companion in the home that understands both space and people.
Click here to check the full projects of KEEGO.
MBTI：ISTJ (Logistician)
Industry：Consumer Electronics and Digital Accessories
Personality Keywords：Reliable / Rational / Innovative / Structured / Steady but Not Rigid
UGREEN is widely recognised for its strong R&D and engineering capabilities. It has long focused on categories like connectivity, charging, audio-video, storage and mobile peripherals, serving users’ digital life in many different scenarios. The previous visual identity and website experience, however, leaned more toward transactional e-commerce. The information was complete, but the overall impression felt flat and generic. Young users found it hard to form a clear memory of the brand, and its innovation and technical depth were not expressed as clearly as they could be.
In terms of brand personality, we classify UGREEN as an ISTJ type. Its foundation is reliability, rigour and a long-term mindset. On top of that, it wants to signal more energy and forward thinking, so that users can clearly feel it is a brand that continuously invests in R&D and embraces new technologies, rather than just a “good value accessories supplier”.
The new visual direction follows from this. The logo becomes cleaner and more precise in structure, keeping a rational backbone while adjusting proportions and details to feel more contemporary and dynamic. The signature green remains, but is paired with lighter, more modern gradients, keeping the sense of trust and professionalism while adding a clear layer of technological energy. Combined with on-location product photography shot in Milan, the brand moves from a purely “e-commerce shelf image” into real-life scenes where products live on desks, in living rooms and on the move, instead of floating in front of white backgrounds.
On the website, this “more energetic ISTJ” personality is amplified and made concrete. The information architecture is still clear and predictable, but the visual rhythm has more breathing room and is no longer a dense wall of product tiles. Deep backgrounds carry flagship and innovation product lines to highlight technology and brand stature. Light backgrounds carry the broader product matrix, keeping the full portfolio tidy and legible. While browsing, users can feel two messages at once: UGREEN is reliable and professional, and it is clearly doing new things.
For a brand like this, the point of a refresh is not to turn it into someone completely different. It is to build on an already reliable, pragmatic character and inject visible signals of innovation and visual energy. The result is a consumer electronics brand that feels both trustworthy for the long term and obviously ahead of the curve.
Click here to check the full projects of Ugreen.
MBTI：ENFP (Campaigner)
Industry：Beauty Tech and Personal Care
Personality Keywords：Confident / Approachable / Energetic / Experience-driven / Expressive
NUVY Care is a brand focused on innovative personal care solutions. Its flagship product, NUVY VORTA, is a multi-functional styling tool powered by LayerStream™ technology. It delivers even and stable airflow, works on a wide range of hair types including thick and curly hair, and comes in a compact, portable form with multiple attachments for different styling needs. The brand has clear technological credentials, but its core ambition is not “winning on specs”. It wants to bring advanced tech into everyday routines and make the care experience more enjoyable.
When NUVY approached us in December 2024, the challenge was clear: within just a few weeks, they needed a standout product page for CES in early January 2025. This would be NUVY VORTA’s first appearance on the international stage. The existing site felt flat, lacked creative and international expression, and could not stand out in the highly competitive beauty tech category. Our task was to help NUVY build a product page that could both speak to Western consumers and catch attention on the CES show floor.
We defined NUVY’s brand personality as ENFP, an “energetic communicator”. This type is open and warm, good at connecting with people through emotion and experience, and cares deeply about authenticity and how things feel. Based on this personality, the page design prioritised sensory experience. Smooth textures, soft color temperature and motion details work together to simulate the feeling of smooth, light styling. The copy keeps a light, natural tone and deliberately avoids heavy technical language, so that the technology is felt rather than laboriously explained.
We built the page by customising a Shopify Concept theme, which allowed us to move quickly while still leaving enough room for storytelling. High-quality visuals, with a slightly playful and warm character, convey the product idea in a way that feels grounded and relatable. In the end, the page is not just a container for product information. It becomes a narrative experience that fits the brand personality: with the emotional warmth of a beauty brand and the logical clarity of a tech brand. At CES, NUVY’s presence felt less like “a new device on display” and more like a confident, enthusiastic person stepping onto the stage, bringing gloss, rhythm and a distinct aura into the conversation.
Click here to check the full projects of NUVY Care.
Quick Test: Which MBTI Type Is Your Brand?
A brand’s personality shapes every choice it makes in visuals, language and experience.
To make this more tangible, we put together a short brand personality quiz to help you explore your brand’s character more intuitively.
If you would like to know which MBTI type your brand leans toward, contact us and we will walk you through your results and share more tailored suggestions on branding and design for your brand.