The Innocent

Brands with an ‘Innocent’ archetype are honest, optimistic and pure, driven by the quest for happiness. They love simplicity, are not interested in publicity stunts and believe in letting customers explore their business for themselves. Companies with this archetype are likely to reject guilt-inducing advertising.

Brand Values

Optimistic, Charming, Honest, Loyal, Simplistic

Your voice & vibes are simple, upbeat, lighthearted, optimistic, cheerful, humble, pure.

Your Personal Brand Promise:

To create simplicity and clarity

Goals & Strategies:

The Innocent's goal is to achieve contentment. and their strategy to achieve it is To do things "right"..

Brand Weaknesses:

Innocents can come across as old fashioned, prudish or naive.

The Innocent fears Depravity, Deceit, Complexity, Punishment, Confusion

Innocent Characters

Do you recognise yourself in any of these?

Brand Visuals




Fonts should be clean, simple, and uncluttered.

Examples of headline fonts:

Image Choices

Kaye Putnam has put together this Pinterest mood board as an inspiration: