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The Innocent Brand Archetype

The Innocent archetype is one of 12 brand archetypes crafted by branding experts to help businesses hone in on their voice, vision, and visuals i.e. making their message clear AND clearly recognizable. 

When an audience finds a brand that matches their own values and desires, they’re much more likely to support that business, so learning your own brand archetype can be a powerful marketing tool for your business. 

I’ve used archetypes to build compelling brands for a long time – it is my favorite branding strategy. The phrase “archetypes” is borrowed from the world of psychology, and expert business brains expanded Carl Jung’s original 4 archetypes into 12 options – and finding yours will help your brand grow. 


Well, those dream clients you’ve been searching for probably resonate with the same archetype you do, so when you use it in your brand strategy, they’ll resonate with your brand right away!

You can take my brand persona quiz I designed to easily find your brand archetype, or you can keep reading to learn more about The Innocent brand archetypes and see if this is your perfect match. 

Unearth your brand personality to stand out. Take the FREE Brand Archetype Quiz!

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The Innocent Archetype: An Overview 

Innocents want pure, simple happiness for themselves and others. They’re optimistic, honest, and transparent. They believe that the best is actually possible, and because of that outlook, they don’t waste time on negativity.

They have a way of finding beauty – and making everything around them beautiful, too. They doing the right thing for the greater good and don’t mind setting lofty goals to that end. At its highest level, the Innocent is the mystic. 

If your brand identifies with The Innocent archetype, you probably chase after integrity in everything from ethical business practices to clean product ingredients. You want the world to be a safe place for everyone, and you do your best to contribute to that goal in big and small ways.

Your faith and optimism know no bounds. You can’t stand deceit, and while you might get a little idealistic sometimes, your commitment to pure goodness keeps you on the right path.

Collage with three images. On the right are two business cards on a wood table. The top right is a close up of a logo on the corner of a paper. The bottom right is a web page pulled up on an ipad
The Innocent is perfectly displayed through Ash Tree Counseling Center’s brand and website.

The Innocent May Also Be Known As:

The innocent archetype personality may not feel totally right to you if your business isn’t centered around clean ingredient-based products, but don’t worry! Being an Innocent has more to do with how you identify your brand than how you’d label your role within a specific industry. This persona can also be called: 

  • Purist
  • Idealist
  • Dreamer 
  • Mystic 
  • Utopian 

The Innocent Brand Atmosphere (i.e. Visuals and Aesthetics)

Brands with The Innocent archetype tend to opt for “happy” tones, from pops of bright color to calming pastels and neutrals. You’ll often see them choose smooth and silky textures over rough surfaces. They want their brand to feel uplifting and joyful, and that carries over into aesthetic choices as well. 

Think calming utopia and paradise. 

The Innocent Archetype Brand Voice & Messaging:

If you’re an Innocent, your brand voice is honest, reassuring, and uplifting – your audience knows they can trust you because you’re not the type to be anything less than transparent.

 Your moral compass points due north, and you’re always optimistic about making the world a better place by doing good. Connect with your dream clients by sharing what makes you happy and hopeful – it will likely resonate with them, too!

Collage with two images. On the left is a grid of 9 different colored squares with various logos and brand marks for Kyla Erlandson on them. The right features an ipad with Kyla Erlandson's logo on it sitting on a wood table.
Smooth textures and calming pastels seen throughout Kyla Erlandson’s brand.

The Innocent Archetype Client:

Innocent clients appreciate simple, honest communication. Keep things concise and clear, and remember that positivity goes a long way. Your brand will connect with these clients when you’ve earned their trust! Give your audience encouragement, integrity, and beauty in the form of paradise, and they’ll stick around for the long haul. 

Your Brand Is Likely A Fit for The Innocent Archetype If:

  • You care about honesty and transparency
  • You help people work for the greater good in big ways and small
  • You just want everyone to feel safe and encouraged
  • Your brand revolves around faith and optimism 

Well-Known Innocent Brand archetype examples:

Dove • Snuggle • Burt’s Bees • Coca-Cola 

Well-Known Innocent Characters:

Tom Hanks in Forrest Gump • Taylor Swift • Dorothy in The Wizard of Oz

My Clients Who Identified with The Innocent Archetype: 

Ash Tree Counseling • Alaina Zakarison – Writer and Author