The Innocent Archetype
- To experience paradise to be happy Being punished for doing something wrong Do things right
- Faith and open-mindedness Being too trusting of others The desire for purity, goodness, and simplicity; or the chaos and complication of outside world – feeling jaded, filled with ambiguity and uncertainty
Examples
FORREST GUMP
Life does not have to be hard; people should feel free to be themselves and to live their values. Get out of the fast lane, relax, and truly enjoy life – it can be simple, uncomplicated, and good. You can be happy again.
THE HONEST CO
Life does not have to be hard; people should feel free to be themselves and to live their values. Get out of the fast lane, relax, and truly enjoy life – it can be simple, uncomplicated, and good. You can be happy again.
VW BEETLE
Life does not have to be hard; people should feel free to be themselves and to live their values. Get out of the fast lane, relax, and truly enjoy life – it can be simple, uncomplicated, and good. You can be happy again.
FORREST GUMP
Life does not have to be hard; people should feel free to be themselves and to live their values. Get out of the fast lane, relax, and truly enjoy life – it can be simple, uncomplicated, and good. You can be happy again.
THE HONEST CO
Life does not have to be hard; people should feel free to be themselves and to live their values. Get out of the fast lane, relax, and truly enjoy life – it can be simple, uncomplicated, and good. You can be happy again.
VW BEETLE
Life does not have to be hard; people should feel free to be themselves and to live their values. Get out of the fast lane, relax, and truly enjoy life – it can be simple, uncomplicated, and good. You can be happy again.
SUB-ARCHETYPES OR PERSONAS
Child, Dreamer, Idealist, Muse, Saint
The Customer
Attracted to certainty, positive and hopeful ideas, simple, nostalgic images, and promise of rescue and redemption. Strives for goodness, moral over immoral and kindness over greed. Very trusting; places faith in authorities & institutions and expects them to deliver on promises.
Willing to step out of dominant society to experience something perceived to be of greater worth. Self-involved and may not empathize.
The Company
The organizational culture and customer service is focused on being truthful, honest, and reliable. Generally not very innovative, these companies stick to what works and is predictable. Pricing tends to be low to moderate.
Employees like to know exactly what is expected of them and to be taken care of by management – willing to be obedient and follow the rules in exchange for reasonable job certainty.
“Good people bring out the good in people”
Color Palette
Use soft, light and bright colors or those reminiscent of childhood. Natural, down to earth tones are also good depending on the persona and secondary archetype
Typography
Rounded, blocky and/or soft sans-serif fonts are the perfect match for Innocent brands. Handwriting or imperfect lettering are also a good choice.
Visual Styles
The Innocent is a good fit for brands that…
Are associated with goodness, morality, simplicity, nostalgia, or childhood
Have functions associated with cleanliness, health or virtu ‚ or that are infinitely replicable
Are priced moderate to low
Are produced by a company with straight-arrow core values
Want to differentiate from a product with a tarnished image
Learn how to apply The Innocent Archetype to your brand
Get the complete guide to how to imbue your brand with The Innocent Archetype’s key characteristics through visual design, color palettes, font selections, keywords, marketing tactics and more.
EXPLORE OTHER ARCHETYPES
THE
Innocent
THE
Explorer
THE
Sage
THE
Warrior
THE
Renegade
THE
Mage
THE
Humanist
THE
Romantic
THE
Jester
THE
Caregiver
THE
Creator
THE
Ruler
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