The Innocent's purpose in life is to live in harmony

The Innocent is an optimist who can only see the good in people and life. They enjoy the simple things - stop to smell the roses and smile at strangers. They are pure at heart and in action, so are slow to judge and quick to forgive. Free of corruption, the Innocent seeks harmony in the world.

Your Desire

for the world to live in love, peace and happiness

Your Goal

to be happy

Your Motto

the glass is half full (not empty)

Your Strategy

to do the right thing and be optimistic

Your Fear

to be punished for doing something wrong

Your Achilles Heel

being naive or gullible

Speak with honesty, think with sincerity, act with integrity

The Innocent archetype may be right for your brand identity if:

  • it offers a simple solution to an identifiable problem and are associated with goodness, morality, simplicity, nostalgia or childhood
  • it is low or moderately priced, are produced by a company with straightforward values and needs to be differentiated from brands with poor reputations.
  • it has strong values, is seen as trustworthy, reliable and honest
  • it is associated with morality, good virtues and simplicity
  • it can be nostalgic.

Brand Culture

trusting, honest and value positive

Brand Voice

optimistic, happy sweet and hopeful

Brand Experience

peaceful, good and simple

Innocent Archetype Examples


Happy and optimistic Volkswagen adverts are either nostalgic or uplifting.

Always looking on the brighter side of life, Volkswagen positions itself as a happy car no matter what is going on in your life or at what stage in life you are in. With the outlook on life 'don't worry be happy', Volkswagen lives in a utopian world of smiles and positive thinking.

The Innocent is all about happiness and Volkswagen’s Beetle embodies the Innocent brand attributes perfectly. From the sweet, friendly design through to the trusting, honest and happiness orientated marketing. The Volkswagen Beetle is a brand that takes things lightly and enjoys those simple pleasures in life.


Probably Australia's most beloved brand, Qantas has cemented themselves as a true Australian icon that taps into the nostalgia of returning home and being with family.

Their trusting, honest approach emphasises their wholesome brand positioning. They are all about creating happiness and joy shared by those that get to fly home, discover the world or are simply on a holiday.

Other Innocent Brands

Personal Brand Examples

Snow White
Forrest Gump

The Innocent Brand Colours






Innocent Archetype Imagery

Meet the Archetypes

Based on the concepts of 12 Personality Archetypes by Swiss psychologist Carl Jung, we believe that in modern society these 12 Archetypes can be effectively utilised in branding a business, and give them attributes that can enhance or cement their message. These personalities are based on different motivations for the observer.