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.

Icon art by Krista Cavender

Learn How to Use Brand Archetypes

Pure | Young | Simple | Loyal

Key Characteristics

Purity

Innocent brands often emphasize their simplicity, naturalness, and lack of artificial ingredients or additives.

Wholesomeness

Innocent brands often position themselves as healthy, nourishing, and good for the body and mind.

Innocence

Innocent brands often evoke a sense of childlike wonder and innocence, reminding their customers of the joys of simplicity and the natural world.

Serenity

Innocent brands often promote a sense of calm and serenity, and may use natural imagery and colors in their branding to create this effect.

Trustworthiness

Innocent brands often position themselves as trustworthy and reliable sources of simple, natural products or services.

Strategy

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.

Connection

Fostering a feel-good spirit displaying a wholesome virtue.

Color

Palette: Bright, Friendly, Approachable

Key Colors: Orange, Yellow, or Green

Pure Leaf | Dove | Seventh Generation

Company Examples

Explore Other
Brand Archetypes

Turn Your Brand Personality Into a Clear Identity

Archetypes are just the starting point.
This is where your full identity takes shape.

The Know Who You Are Workshop walks you through the full framework for defining your identity, values, traits, tone, and everything that shapes how your brand shows up.

“ Know Who You Are”

BRAND EXPLORER WORKSHOP

Explore The Workshop

The Innocent Brand Archetype