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 help others

Your Strategy

to do the right thing and be optimistic

Your Motto

the glass is half full (not empty)

Your Fear

to be punished for doing something wrong

Your Achilles Heel

being naive or gullible

Brand Culture


Brand Voice


Brand Experience


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.

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