The Outlaw is the rebellious, nonconformist personality type. They’re the free spirit, the outsider, the rebel with a cause. They challenge the status quo and are always pushing the boundaries.

Associated terms: rebellious, nonconformist, unconventional, rebellious, defiant, insurgent, revolutionary, maverick, iconoclast, free spirit, individualist.

Core desires: freedom, independence, individuality, to break free.

Fears: conformity, control, being ordinary, being trapped.

In branding, the Outlaw archetype is best suited for:

• Products or services that are associated with individuality, freedom, and rebellion.
• Brands that challenge the status quo and disrupt traditional industries.
• Brands that promote unconventional lifestyles or values.
• Products or services that are designed for people who are not afraid to be different.
• Brands that evoke feelings of excitement, adventure, and nonconformity.