The Innocent

Meet The Innocent

Happiness is the top desire for the Innocent archetype. They are innocent and idealistic. They value living a simple life and spreading joy.

Purpose

The Innocent’s purpose is to help others by providing safety and positivity

Desires

To live a joyous life in harmony with purity and happiness

Fears

Despair, Depravity, Complexity, Lies, Negativity

Challenges

Can seem optimistic to a fault and naive

Motivations

Happiness, Harmony, Self Care, Self Acceptance

Goals

Simplicity

Promise

Happiness

Innocent Values

Innocent Imagery

Innocent Voice

Optimistic

Genuine

Simple

Honest

Peaceful

Kind

Trustworthy

People Feel

Safe

Happy

Beautiful

Peaceful

Honest

Pure

Joyful

Innocent Vocabulary

Innocent Strategy

Promote optimism and positivity; example promote body positivity.

Earn trust with simple, honest and positive communication.

Associate brand with safety and make people feel like they are in a space free of judgement, guilt or shame.

Celebrate connection and inner beauty.

Brand Experience

Customers feel safe and happy with the Innocent Brand. They feel as if their inner beauty is acknowledged and validated.

Customers feel truth, honesty and simplicity; as such customers lower their defenses and bask in the Innocent’s pure embrace.

Can inspire nostalgic feelings, as if they have been transported to a childhood utopia.

Brand Culture

Honesty

Simplicity

Positivity

Innocent Examples

Innocent Commercials

Colour Palettes

Typography

Sub-Archetypes

The Child

Curious & Optimistic

They demonstrate an unwavering belief in the goodness of humanity and are open to possibilities. Their curious nature tends to bring out the best in those around them.

The Dreamer

Imaginative

They communicate abstract ideas with the help of a vivid imagination. Possessing the faith of a child, they prefer to live in the paradise of their mind.

The Idealist

Positive Energy

They’re driven by the belief that individuals can make the world a better place and the possibility of positive change. They spread ideals of harmony and peace, cooperation and collaboration.