The Innocent

Table of Contents

“Innocence is always unsuspicious.” – Joseph Joubert – French Writer and Philosopher [1]


The Innocent focuses on simplicity. They offer simple, concise solutions to problems their customers have. Innocent brands display sincerity and earn the trust of their customers through a past of proving themselves time and time again.

Also known as dreamer, mystic, utopian, naïve, traditionalist, saint, and romantic

The Innocent

Key Characteristics

  • Motto:We are young and free
  • Driving desire:To get to paradise
  • Goal:To be happy
  • Greatest fear:To be punished for doing something bad or wrong
  • Strategy:To do things right
  • Weakness:Boring for all their naive innocence
  • Talent:Faith and optimism

Description of the Innocent

The Innocent brand represents optimism, hope, honesty, faithfulness, and humility. As an archetype, the Innocent operates under the assumption that all are “young and free.” They also believe that feeling should be fostered whenever possible. Companies with this brand will promote a pure image, their products presented to make the user happy, both with themselves and with the things around them. They never want to make their customers feel unloved or self-conscious about themselves. An Innocent brand’s product will make the buyer feel like their life will be better for purchasing it. It is also Innocent’s job to ensure that their customer’s feeling from their product is as authentic as possible.

This brand has three levels to it. The first level, and the most “immature” form, expresses the belief that everyone deserves complete happiness. The second takes it a step further. They show their customers that by shifting their mindset and life, they can develop a path that leads to a simple, happier life. The third and final level desires to teach people that happiness ultimately comes from within and external helpers merely aid the person in learning this truth.[2]

A good example of an Innocent brand is Dove. They embody this brand from the top to the bottom. Their very name is a bird that symbolizes purity and life. Their commercials are centered around self-betterment and your inner beauty. Dove commits its company to promoting honesty and realness, which is evident in a lot of their commercials.

  • Brand Motivations
    • Happiness
    • Virtuousness
    • Morality
    • Simplicity
    • Transparency
    • Honesty
    • Positivity
    • Cleanliness
    • Purity
  • Brand Challenges
    • Ignorant
    • Deluded
    • Ineffective
    • Unrealistic
  • Brand Strategy
    • Exude virtue and honesty
    • Aim to cultivate good-feelings
    • Easy to approach and engage with

The Innocent in the Wild

The following companies, organizations, and industries are good examples of the Innocent.

  • Archetype Examples: Coca-Cola, Dove, Aveeno, Ben & Jerry’s, Volkswagen, Snuggle, Pampers
  • Industries: non-profit organizations, beauty products, infant products, organic foods, cleaning companies, healthy foods, anything put into or on the body, miscellaneous companies


If your business’s products are designed to bring happiness and a sense of contentment to your customers, then the Innocent archetype is the best one to use. It lets your customers know exactly what the goal of your product is. But be careful because the Innocent archetype is easily ruined by disingenuous goals and falsely advertised products, which can and will hurt your business in the future.

[1] Delamarre, L. (1910). Joseph Joubert. In The Catholic Encyclopedia. New York: Robert Appleton Company. Retrieved December 17, 2020 from New Advent: