Your Desire
for the world to live in gratitude, peace and harmony
Your Goal
to help others
Your Strategy
to do the right thing and be optimistic
The Innocent’s purpose in life is to live in harmony
The Innocent is an optimist who will always look for and find the good in people and life. They enjoy the simple things. They will stop to smell the roses and smile at strangers. They are slow to judge and quick to forgive. Free of corruption, the Innocent seeks harmony in the world.
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
The Innocent archetype may be right for your brand identity if:
- it offers a simple solution to an identifiable problem and is associated with goodness, morality, simplicity, nostalgia or childhood
- it’s low or moderately priced, is 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’s associated with morality, good virtues and simplicity
- it can be nostalgic.
Brand Culture
trusting, honest and value positive
Brand Voice
optimistic, happy and hopeful
Brand Experience
peaceful, simple and grateful
The Innocent Mood Board and Brand Voice
The Innocent Family Members
The Innocent family is comprised of the main Innocent Brand Personality that focuses on happiness, gratitude and optimism. There are, however, six additional family members in this primary archetype that can help you hone the personality with nuances that may represent your brand better.
Innocent Archetype Examples
Volkswagen
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.
Qantas
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
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Personal Brand Examples
The Innovation Brand Colours
Innocent Archetype Imagery
Use your 5 Senses to enhance The Innocent Brand
A great brand experience will touch on as many of the five senses as possible. Be imaginative and see how you can implement as many touch points as possible into your branding to create a memorable brand experience.
Sight
Happy, fun and optimistic imagery that puts a smile on your face and makes you feel good. Positive quotes or quotes of gratitude accompany this brand well. Images should be light with bright or pastel colours that have a sorbet palette. Shapes should be rounded and soft – avoid sharp edges. Interiors include plush finishes that make you feel welcome or nostalgic about places you’ve been where you have created great memories.
Sound
Music that puts a skip in your step or makes you want to bop along to the beat works well for this brand. Nostalgic songs from genres that cause people to stop, smile and remember good times.
Smell
Whether it’s the smell of jasmine in springtime or orange blossoms, the smells should evoke positive memories. Falling under the ‘Air’ scent category, scents of talcum powder and delicate flowers (such as iris, violet, mimosa and peony) bring a sense of nostalgia.
Taste
Nana’s recipe for a baked pie, cookies or stew. Anything that tastes like home, memories from childhood or good times. This may include special foods from your country of origin that you long for—fresh juices or cordial from childhood, green teas and of course, a crisp white wine.
Touch
Soft, light and fresh cloths such as linen, satin and cotton.
Smell is a very emotive sense. Few things can take us back to a specific time and place as a particular scent. It can create a mood from the second you encounter it.
We have broken the Michael Edwards Fragrance Wheel into quadrants – Earth, Water, Wind and Fire.
Earth: Calm and authentic, these scents are refined and sophisticated. They are very grounded, strong and determined.
Brand Personalities: The Explorer, The Ruler, The Sage
Water: Lively and charming, while cheerful and full of ideas, the Water quadrant sparks spontaneity, laughter, festivity. Filled with energy and vitality, these scents are direct, unpretentious and sparkling.
Brand Personalities: The Entertainer, The Hero, The Neighbour
Air: Gentle, sensitive and dreamy, Air scents have a maternal discretion and reserved nature. They also reflect creative characters, gentle strength and determination.
Brand Personalities: The Caregiver, The Creator, The Innocent
Fire: Seductive, moody and impossible to forget. Fire scents evoke a sense of mystery, intrigue and attraction.
Brand Personalities: The Magician, The Rebel, The Seducer
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.
