Explore Spiritually


Blissfulness, Goodness, Simplicity, Honesty, Positivity.


Distress, Rakishness Complexity, Duplicity Negativity.


Build positive customer relationships because consumers tend to prefer companies that hold values similar to their own.

Innocent's personality

The Innocent embodies hope, purity, and simplicity. Brands that align with this archetype evoke feelings of nostalgia, childhood, and innocence, offering comfort and security. The Innocent is optimistic, sincere, and pure-hearted, believing in a world of happiness and wonder. They strive for simplicity and authenticity, creating a world free from complexity, and bringing joy to the lives of those they touch.

Life is best when it's pure.

The Innocent is motivated by inspiring others and is characterized as always positively doing things. Optimism is their default setting. They get pumped about life and people, and always look on the bright side of things. They see beauty, potential, and goodness everywhere, and create a wholesome and pure message as you interact with them.

Characteristics of the Innocent archetype

  • Embodies optimism and a positive outlook on life.
  • Values simplicity, purity, and authenticity.
  • Evokes feelings of nostalgia, childhood, and innocence.
  • Offers comfort and security, providing a sense of comfort to their audience.
  • Seen as dependable and trustworthy. 
  • Wholesomeness and sincerity, appealing to consumers who value these qualities.
  • Create a sense of community around their brand. 

Examples of brands that embody the Innocent archetype.

Wii “Play Together” campaign – The Wii gaming console was marketed as a family-friendly device that emphasized play and togetherness. The “Play Together” campaign played off the Innocent archetype by showing families and friends of all ages having fun and creating memories while playing Wii games.

The advertisements were lighthearted and playful, using imagery of happy and carefree children and parents playing together. The tagline “Everyone’s Game Console” reinforced the idea that the Wii was accessible and inclusive, appealing to consumers who valued wholesomeness and simplicity.

How to effectively use the Innocent archetype for your brand:

To embrace the Innocent brand archetype, it’s important to identify and align with its core values of simplicity, purity, trustworthiness, and community. Use imagery and messaging that evokes feelings of nostalgia and a longing for a simpler time. Building a sense of community among your customers through events, loyalty programs, and social media engagement can also help. Testimonials and endorsements from satisfied customers can also be used to build trust with potential customers.

“Mama always said life was like a box of chocolates. You never know what you’re gonna get.” – Forest Gump

“Mama always said life was like a box of chocolates. You never know what you’re gonna get.” – Forest Gump


The Innocent archetype represents a sense of purity, simplicity, and trustworthiness. Brands that embody this archetype are often associated with traits such as optimism, simplicity, playfulness, and evoke feelings of nostalgia and a longing for a simpler time. They often appeal to a sense of wonder, joy, and emphasize their commitment to social responsibility and ethical practices. A brand can tap into the emotional connection that customers have with the Innocent archetype.

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