BRANDING - INNOCENT ARCHETYPE

"Enjoy life's simple things."

Innocent

Lover Archetype Wheel

An Innocent is happy with the simple joys and pleasures of life .

A few qualities of the INNOCENT ARCHETYPE include: positivity, health, wholesomeness, simplicity, honesty, purity, optimism, nostalgia, morality and humbleness.

Brand archetypes help you express the personality of your brand to customers.

Based on the work of Psychologist Carl Jung, archetypes tap into the character and values of your brand, making it more relatable.  This helps you to form stronger more authentic connections and build brand loyalty.

Jungian archetypes are defined as universal, archaic symbols and images that derive from the collective unconscious. (Wikipedia)

When you do the work to clearly define and leverage your brand’s archetype, your business will be more successful in attracting and engaging the right customers.

POSITIVE

PURE

SIMPLE

Innocent Archetype Industries

Here are a few common industries where you may find the innocent brand archetype:

Food and beverage: Companies in this industry might use the Innocent brand archetype to convey a sense of purity and simplicity in their products.

Beauty and personal care: Companies in this industry might use the Innocent brand archetype to convey a sense of gentle, natural, and safe ingredients in their products.

Children’s products: Companies that make products for children might use the Innocent brand archetype to convey a sense of innocence, safety, and playfulness.

Healthcare and wellness: Companies in this industry might use the Innocent brand archetype to convey a sense of trust, safety, and reliability in their products or services.

Education: Companies that provide educational products or services might use the Innocent brand archetype to convey a sense of fun, creativity, and simplicity in their approach to learning.

Environmental and sustainability: Companies that focus on environmental and sustainability issues might use the Innocent brand archetype to convey a sense of responsibility, purity, and simplicity in their products and practices.

Non-profit organizations: Non-profit organizations might use the Innocent brand archetype to convey a sense of trust, purity, and transparency in their mission and goals.

Of course, this list isn’t all-inclusive. You can use the Innocent brand archetype for nearly any industry if it suits your target market.

Innocent Archetype Brands

Here are a few examples of brands that use an innocent brand avatar, along with links to their websites:

Food and beverage: Innocent Drinks is a UK-based company that produces smoothies, juices, and plant-based dairy alternatives. Their brand is built around the Innocent brand archetype, with a focus on simple, natural, and healthy ingredients. You can learn more about Innocent Drinks on their website: https://www.innocentdrinks.co.uk/

Beauty and personal care: Burt’s Bees is a natural skincare and beauty company that uses the Innocent brand archetype to convey a sense of gentle, safe, and natural ingredients in their products. You can learn more about Burt’s Bees on their website: https://www.burtsbees.com/

Children’s products: Lego is a Danish toy company that uses the Innocent brand archetype to convey a sense of creativity, imagination, and playfulness in their products. You can learn more about Lego on their website: https://www.lego.com/

Healthcare: SmileDirectClub: SmileDirectClub is a teledentistry company that uses the Innocent brand archetype to convey a sense of safety, simplicity, and affordability in their clear aligner products. Their website features simple, easy-to-understand language and bright, cheerful colors to make the process of getting straighter teeth feel approachable and stress-free. You can learn more about SmileDirectClub on their website: https://smiledirectclub.com/

Education: Khan Academy is a non-profit educational organization that uses the Innocent brand archetype to convey a sense of fun, creativity, and simplicity in their approach to learning. You can learn more about Khan Academy on their website: https://www.khanacademy.org/

Environmental and sustainability: Patagonia is an outdoor apparel and gear company that uses the Innocent brand archetype to convey a sense of responsibility, purity, and simplicity in their products and practices. You can learn more about Patagonia on their website: https://www.patagonia.com/home/

Non-profit organizations: Charity: Water is a non-profit organization that uses the Innocent brand archetype to convey a sense of trust, purity, and transparency in their mission and goals. You can learn more about Charity: Water on their website: https://www.charitywater.org/

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Open Happiness

-Coca Cola

I created The Honest Company because you shouldn’t have to choose between what works and what’s good for you.

-The Honest Company

Whole Foods, Whole People, Whole Planet.

-Whole Foods

At Aveeno®, everything is rooted in our belief that balance is the key to wellbeing.

-Aveeno

Is my Brand the Innocent Archetype?

The most important thing to consider when selecting an archetype for your brand is what will most resonate with your customers.

Start by asking “What do we most want our brand to evoke for our customers?”

Here are a few statements to help determine if your brand fits the Innocent Archetype:

  • My brand’s customers are attracted to simple, clean, and pure products and services.
  • My brand is wholesome, pure, or offers a sense of nostalgia.
  • I feel that the spirit of my brand most embodies positivity, health, wholesomeness, simplicity, honesty, purity, optimism, nostalgia, morality and humbleness.

If you would like to do a deeper dive into your branding, download my free branding workbook.