Products can be copied – stories can’t.
That’s why a brand’s success often depends not on its features, but on how it makes people feel.
One of the most powerful ways to build that connection is the Hero’s Journey (Joseph Campbell) – a timeless narrative model that even works for something as simple as a water bottle.
The Hero’s Journey – The 12 Steps (Joseph Campbell)
The Hero’s Journey is a narrative structure identified by mythologist Joseph Campbell.
It outlines the path of a protagonist who is called to leave their familiar world, faces trials and transformation, and ultimately returns with new insight or growth.
This storytelling framework has been used for centuries in mythology, literature, and film – and today, it also shapes how brands tell human-centered, meaningful stories.
Let’s walk through all 12 steps using the example of the brand ayoa:🧍♂️Lucas and his ayoa bottle.
If you missed the earlier blogposts, I recommend checking them out — they’re linked below. There, I explain the full process behind the brand ayoa and what it stands for.
1. Ordinary World
The hero lives in a normal, familiar reality. It works – but feels unfulfilling.
🧍♂️Lucas, 31, lives in the city, works hard, and tries to live mindfully – at least most of the time.
He goes to the gym occasionally, eats okay-ish, but often feels overwhelmed.
His water bottle? Plastic. Practical. Pointless.
2. Call to Adventure
A challenge, desire, or moment triggers the need for change.
🧍♂️Lucas starts feeling the need for more clarity and focus. Less noise, more intention – even in the small things.
One day, he discovers ayoa on Instagram: a clean glass bottle, minimalist design, soft branding.
He notices the events and community around the brand – and it speaks to something in him.
3. Refusal of the Call
The hero hesitates. Doubt, fear, or resistance hold them back.
🧍♂️“A water bottle? Come on. Do I really need that?”
He scrolls away – but ayoa lingers in the back of his mind.
4. Meeting the Mentor
Someone or something appears that inspires, guides, or equips the hero to begin.
🧍♂️A few days later, Lucas spots ayoa on a city billboard.
He visits the website – and realizes it’s not just about hydration.
It’s about movement, mindfulness, balance.
And that feels right.
5. Crossing the Threshold
The hero commits to change and enters a new reality.
🧍♂️Lucas orders the bottle. Not on impulse – but with intention.
It fits how he wants to live: less waste, more presence, better habits.
A small step – but one that feels meaningful.
6. Tests, Allies and Enemies
The hero enters a new world and faces early obstacles, doubts, or temptations.
🧍♂️Life speeds up again: deadlines, emails, stress. Lucas slips back into old patterns.
7. Approach to the Inmost Cave
The hero gets closer to a deeper truth or emotional challenge.
🧍♂️Eventually, Lucas realizes the bottle is more than just functional.
Each time he sees it, he remembers:
“I wanted to be more intentional. I’ve already started.”
It becomes a symbol.
8. Ordeal
The hero faces a deeper challenge or personal shift. This is the emotional pivot.
🧍♂️Some days feel like nothing has changed. Lukas skips workouts, sleeps badly, forgets his healthy plans. He wonders if any of it really matters. But every time he drinks from his bottle, it’s a small reminder – and it pulls him back for a moment.
9. Reward
The hero gains something – clarity, strength, new awareness.
🧍♂️Lucas reconnects with himself.
Not through radical change, but through tiny, consistent moments.
10. The Road Back
The hero returns to the everyday – but now with new awareness.
🧍♂️Life continues. But Lucas feels more grounded.
He moves with more focus, more intention. His routines feel lighter.
11. Resurrection
The hero faces another challenge – but this time, with inner growth.
🧍♂️He joins a local running club – set up in collaboration with ayoa – as a way to balance out work. There, he meets people who share his mindset and connect with the same values the brand stands for.
12. Return with the Elixir
The hero returns with something to share – wisdom, clarity, inspiration.
🧍♂️Lucas finds his new rhythm: morning runs, co-working, connection.
He’s discovered a new café – now his go-to workspace and part of a routine that finally feels like him. The water bottle is part of his new rhythm – with him during workouts, at work, everyday moments. It’s a small reminder of how far he’s come, and a quiet motivation to keep going.
Storytelling in branding doesn’t mean exaggerating.
It means helping people see themselves in what you offer.
Not because you’re the hero – but because you support theirs.
I hope this gave you a glimpse into how powerful storytelling can be – and how even the smallest details can carry meaning when your brand is built with intention.
🔁 Missed the previous blogposts?
- this is not just about a water bottle
- who are you as a brand?
- 8 tips for naming your brand
- creating a brand logo
