A brand reading
Aveeno.
Innocent Nature, uncomplicated.
The Innocent’s market position rendered as a SKU strategy: ingredients you can name, claims you can verify, no makeover required. Oat-based, allergen-light, designed not to confuse the customer.
The five-layer reading.
- 01 Motivation
- Innocent. Nature, uncomplicated.
- 02 Mind
- ISFJ
- 03 Temperament
- Phlegmatic
- 04 Persuasion
- Ethos
- 05 Expression
- Expressed
Sincere, plainspoken, careful. The brand argues by what it doesn’t put in the bottle.
Famous spot
‘Active Naturals’, ongoing