Innocent Brand Archetype

Your brand is the Innocent Brand Archetype- ready to learn how to use it?

Understand the Innocent Archetype:

Like a young child, the Innocent is bright, open-minded, happy, and generally full of positivity. They notice the good in the world, even if others sometimes struggle to see the light. They may be attracted to nostalgia and vintage or minimalism trends – ways to express needs for simpler, kinder times.

Known for being kind, trusting, and unpretentious, they fear punishment and need validation. The dark side of their sunny outlook is that their naivety can make them too trusting. The Innocent lights up a room and makes people feel welcome without even trying. 

Brands that market purity in ingredients or simplicity do well with the Innocent archetype- as do those that sell products for infants and young children.  Colors are often white with pastels or soft, bright color schemes.  


The Innocent brand archetype, also known as the dreamer, idealist, muse, traditionalist, or Pollyanna dreams of a better, happier world. They believe that life can be simply, uncomplicated, and good. Their main goal is simply to be happy and do things right. They are called by a desire for purity, goodness, and simplicity.


The Innocent brand archetype has strong faith and optimism. They see the best in everyone and everything and can find enjoyment in life’s small pleasures.


The Innocent brand archetype may retreat into fantasy, especially in order to avoid or deny problems. They suffer from a fear of punishment for mistakes. They may be naïve in general knowledge and in how they view the world.

Brand Voice:

Innocent brand archetypes are at their best when they offer a moment of peach in a fast paced world. Their tone is nostalgic, and gentle. They may be full of vintage and throw back charm. It is common for Innocent brands to capture a feeling of childlike wonder in their brand messages (Disney is often a combination of Innocent and Magician in their brand messages – both the “Happiest Place on Earth” and “Where Dreams Come True” – the childlike wonder and literal magic all in one).

Marketing for the Innocent brand archetype should focus on predictability, simplicity, certainty, and positive, hopeful ideas. Simple, nostalgic images are a great choice. An Innocent brand archetype strives for goodness, the “right” product, moral over immoral behaviors, and kindness over greed. Your customers are likely to be loyal to your brand if there experience is positive simply because they like predictability more than novelty- which means that subscription and maintenance plans are a good offer. Franchises are often seen in these archetypes because of the inherent comfort in predictability and the balance.

Customer & Brands:

Innocent brand archetypes are a good fit for companies that provide a simple answer to an identifiable problem. They are great for companies that are associated with goodness, morality, simplicity, nostalgia, or, of course, childhood. Innocent brand archetypes work well with companies that have functions that have functions associated with cleanliness, health, or virtue – or very straight-arrow core values. If a company is trying to differentiate themselves from a competitor with a tarnished image, this archetype may be a good positioning choice. It’s a great fit for ‘Mom & Pop’ shops, small neighborhood businesses, and any organization that is unselfconsciously dedicated to practicing simple values.

Pin this handy reference sheet:

Infographic of quick facts for the Innocent Brand Archetype presented by jamie thomson designer of Brilliant Blue Designs

Not sure you found the right archetype?

Most brands are a mix of more than one archetype – and two archetypes can be tricky but very rewarding to blend. Below you will find links to all of the archetypes so you can familiarize yourself with other descriptions and characteristics to see if there is one that feels like a better fit for you and your brand. If you are still struggling – feel free to contact me to chat and see if together we can sort out what works best for you!

Learn about all the brand archetypes:

Lover Brand archetype jamie thomson designer
innocent brand archetype brand personality archetype
explorer brand archetype brand personality archetype
jester brand archetype brand personality joker entertainer
hero brand archetype
Sage Brand Archetype brand personality archetype jamie thomson designer
rebel brand archetype
Caregiver brand archetype jamie thomson designer
creator brand archetype brand personality archetype jamie thomson designer