The Innocent

The Innocent is purity and optimism—the yearning for happiness, simplicity, and safety. This archetype is motivated by a desire to do things right and see the best in the world.

Innocent brands are wholesome, hopeful, and sincere. They offer peace of mind and promise a return to simpler, better times.

Core Values

Purity · Happiness · Optimism

Motto

Free to be you and me.

Goal

To create happiness and avoid harm.

Tone of Voice

Warm · Simple · Hopeful

Attributes

Trusting · Positive · Wholesome

Archetypal Family

Child-like • Dreamer · Idealist · Romantic

Strengths

  • Optimistic
  • Honest
  • Kind-hearted
  • Reliable

Challenges

  • Can be naive
  • May avoid conflict
  • Sometimes overly simplistic

Best for brands that

  • Promote safety and wholesomeness
  • Inspire hope and joy
  • Appeal to families and idealists