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The Innocent
Brand Archetype

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.

Innocent icon - Angel wings and halo

Icon art by Krista Cavender 

Pure | Young | Simple | Loyal 
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Key Characteristics

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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

Company Examples

Craft a Brand That People Will Love

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  • Establish a clear foundational strategy that mirrors what your business stands for.

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  • Discover your brand's unique color palette, vibe, and style.

  • Discover effective communication strategies to connect with your audience based on your archetype.

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