This archetype positions itself as pure, wholesome, and childlike. This archetype is often associated with brands that offer products or services that are simple, natural, and uncomplicated.
Icon art by Krista Cavender
Pure | Young | Simple | Loyal
Innocent brands often emphasize their simplicity, naturalness, and lack of artificial ingredients or additives.
Innocent brands often position themselves as healthy, nourishing, and good for the body and mind.
Innocent brands often evoke a sense of childlike wonder and innocence, reminding their customers of the joys of simplicity and the natural world.
Innocent brands often promote a sense of calm and serenity, and may use natural imagery and colors in their branding to create this effect.
Innocent brands often position themselves as trustworthy and reliable sources of simple, natural products or services.
Use the following strategy in your marketing communications to connect with your target audience.
Suggested color guide for using color to communicate the brand‘s values and attributes.
Fostering a feel-good spirit displaying a wholesome virtue.
Palette: Bright, Friendly, Approachable
Key Colors: Orange, Yellow, or Green
Pure Leaf | Dove | Seventh Generation
Craft a Brand That People Will Love
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