Primal Brand Canvas

Align your brand
with the primal desires
of your consumer.

At LPK, we believe the most successful brands connect with their audience on a primal level, tapping into the hardwired desires that color preference and drive decision-making.

Leveraging the Reiss Model of Human Motivation, our Primal Brand Canvas helps you navigate the 16 desires, target the right ones, then hardwire your brand to resonate with deeper meaning.

16hardwired
desires

Social Contact

Vengeance

Honor

Idealism

Physicality

Romance

Family

Order

Sustenance

Acceptance

Tranquility

Saving

Power

Curiosity

Independence

Prestige

The wheel of fortune.

Each desire is a synthesis of motive, fear and pleasure—giving way to verbal and visual codes that connect with consumers.

Explore All 16 Desires

Idealism

Motive

Desire to improve society

Associated Fear

Corruption

Intrinsic Feeling

Innovation | Branding | Customer Experience

Primal Brand Canvas

Align your brand
with the primal desires
of your consumer.

16hardwired
desires

The wheel of fortune.

Idealism

Desire to improve society

Corruption

Fairness and compassion

Desires Canvas

Get LPK in Your Inbox

The Life Beyond 2020 Digital Roundtables

Digital Round Table: New Brands for Emerging Categories

Digital Round Table: Harnessing Desires to Build Better Brands

Online & In-Store Proto-Selling

Experiment Canvas

Roadblocks to Innovation

Subscribe

CPG Brand Workshops

Digital Insights

Foresight

Desires Workshop

Innovation Platforms

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Innovation | Branding | Customer Experience

Primal Brand Canvas

Align your brand with the primal desiresof your consumer.

16hardwireddesires

The wheel of fortune.

Idealism

Desire to improve society

Corruption

Fairness and compassion

Desires Canvas

Get LPK in Your Inbox

The Life Beyond 2020 Digital Roundtables

Digital Round Table: New Brands for Emerging Categories

Digital Round Table: Harnessing Desires to Build Better Brands

Online & In-Store Proto-Selling

Experiment Canvas

Roadblocks to Innovation

Subscribe

CPG Brand Workshops

Digital Insights

Foresight

Desires Workshop

Innovation Platforms

Have a challenge? We’re all ears. Let’s talk about how we can partner.

Have a challenge? We’re all ears. Let’s talk about how we can partner.

Have a challenge? We’re all ears. Let’s talk about how we can partner.

Have a challenge? We’re all ears. Let’s talk about how we can partner.

Align your brand
with the primal desires
of your consumer.

16hardwired
desires

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Have a challenge? We’re all ears.
Let’s talk about how we can partner.