Brand Archetype: Innocent

Quote: “Innocence is always unsuspicious.” ~ Joseph Joubert

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

Also known as: utopian, traditionalist, naive, mystic, saint, romantic, dreamer

Innocent archetypes in the wild:

  • offer a simple solution to a problem
  • associate with goodness, morality, simplicity, nostalgia or childhood
  • low or moderate pricing
  • companies with straightforward values
  • differentiate from brands with poor reputations

Archetype examples: Dove soap, Ben & Jerry’s ice cream

See all 12 brand archetypes

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