Brand Archetype
The Innocent
The Innocent archetype brand is simple, carefree, and happy. This is the type that people can turn to when they need a positive-minded boost. Yet, they maintain a set of reservations that people can rely on. The Innocent brand archetype is the do-gooder who only sees the best in people and life. They enjoy simple things. They are pure at heart and in action, still slow to judge and quick to forgive. The Innocent seeks harmony in the world.
Brands in sustainability, health, and food categories use often the innocent archetype. Innocent brands sometimes lack a backbone, so make sure you’re defining your values and standing up to them.
All brands need a personality,
is the innocent yours?
BRAND VOICE
Simple, concise and optimistic.
brand experience
Peaceful, great and simple.
BRAND CULTURE
Trusting, honest and valuing the positive.
Goal
To spread optimism and simplify life.
STRATEGY
To always try to do the right thing.
DESIRE
For the world to live in peace and happiness.
MOTTO
Life doesn’t have to be hard. Keep it simple.
fear
That the world gets forever tainted by
something negative or unnatural.
Achilles heel
Being naive or gullible.
The colour pallet for
the innocent archetype
The Innocent brand mood board
Speak with honesty, think with sincerity, act with integrity.