CHAPTER 03 · BRAND ARCHETYPES
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Beige doesn’t scale.

YOY REVENUE GROWTH BY BRAND ARCHETYPE 40% 30% 20% 10% 0% 34% Bold & Playful 26% Expressive 18% Heritage 12% Understated 5% Corporate 7x gap
This is the Memphis (Sottsass 1981) design system, applied by Curio Design — a design-style library for AI agents. Full Memphis (Sottsass 1981) guide → designbycurio.com/learn/memphis-sottsass-1981