The Innocent Archetype: 10 Branding Examples

Arek Dvornechcuck
Branding Expert

I'm a strategist and designer based in New York who help brands grow by crafting distinctive brand identities, backed by strategy. Need help with your project?—Get in touch

If you're interested in incorporating the Innocent archetype into your brand strategy, see my article for tips on how to do so.

This article provides you with 10 examples of using the Innocent archetype in branding.

We will first discuss what the Innocent archetype is—and its traits and characteristics.

This article will also provide you with examples of the Innocent brand in real life.

What kind of voice, message, colors, and imagery are used to express that persona?

Some of the best use case scenarios for the Innocent Archetype will also be discussed.

The Innocent Archetype

This article will demonstrate how the Innocent archetype fits into the overall archetypal framework.

Did you know that this archetype has different levels?

There are 12 major archetypes, but there are actually 60 archetypes in total.

The Innocent archetype family is consist of: the Child, the Dreamer, the Idealist, and the Muse.

Table of Contents:

  1. Innocent Archetype Definition
  2. Innocent Archetype Examples
  3. Innocent Archetype Expression
  4. Innocent Archetype Use Case
  5. Innocent Archetype Family

1. Innocent Archetype Definition

The Innocent Archetype is a positive personality with an optimistic outlook on life.

The Innocent archetype’s motto is “free to be you and me”.

The Innocent may also be known as a utopian, traditionalist, naïve, mystic, saint, romantic, or a dreamer.

Innocent Archetype Definition

Tom Hanks’ character in Forrest Gump depicts the Innocent character very well.

Innocent films include many Disney and most Warner Brothers children’s movies.

People who identify with the Innocent archetype want "the perfect life".

They frequently aspire to return to nature and live a more natural lifestyle.

They are sincere and genuine, with no animosity toward anyone, and they want happiness for themselves and for those around them.

The Innocent's main ambition is to see heaven, and their greatest gift is the ability to maintain faith and hope in the face of adversity.

They are afraid of being punished if they do something wrong or bad.

2. Innocent Archetype Examples (10)

Here are some branding examples that use the Innocent Archetype.

Each example is briefly discussed so that you can relate to it and see how you might use this archetype to define your own brand.

Innocent Archetype Examples

Coca-Cola (1)

Coca-Cola is the perfect example of an innocent brand.

Coca Cola

They indicate the emphasis on honesty and authenticity with the phrase "Coke, It's a real thing".

They also encourage customers to find happiness with the phrase "Open happiness".

As well as with the things that matters most such as spending time with family and friends.

Dove (2)

The second example is Dove, whose name exemplifies the Innocent archetype in and of itself.


The name conjures up images of purity and simplicity, which are often linked with doves.

The Dove brand employs a lot of white in its marketing, which stands for purity and uses campaigns such as "The Campaign for Real Beauty" and "Dove Real Beauty Sketches".

Dove is committed to honesty and authenticity in these campaigns, as evidenced by their messaging.

Volkswagen (3)

Another brand that has adopted the Innocent image is Volkswagen.


Volkswagen commercials are either nostalgic or cheerful, but they are always motivating.

A Volkswagen is a cheerful automobile, and they always encourage you to “Get in. Get Happy”.

Yes, they're trying to sell you a car, but they're also trying to sell you happiness.

Chobani (4)

The fourth example of the Innocent archetype is Chobani, a brand that specialized in strained yogurt.


They are always emphasizing their natural, organic, and close-to-nature qualities.

They are "innocent" in the sense that they always extol the goodness or delectability of what nature has to offer.

"To cherish this life and to live it naturally," says their tagline, which is a typical Innocent Archetype.

McDonald’s (5)

McDonald’s is another good example of the Innocent archetype.


The brand’s demeanor exudes positivity at all times with the tagline, “I’m lovin’ it”.

Mc Donald's is a quick-food restaurant that caters to children and families.

They also guarantee a "fun, wonderful time".

The golden arches represent the gateway to the Promised Land.

Aveeno (6)

Aveeno is a skincare line that emphasizes natural ingredients and straightforwardness.


They frequently depict people enjoying simple daily activities.

Everything they do is based on their belief that “balance is the key to happiness”.

This is another great example of the Innocent archetype.

Ivory (7)

Ivory is a Procter & Gamble soap brand that became famous for its claim of purity and ability to float on water.


Despite technological advancements and shifting customer attitudes, Ivory has remained true to its core archetype.

The brand is built around the idea of a persona that’s pure and simple.

Just like their high-quality soap, which has been manufactured for over a century.

Qantas (8)

Qantas is an Australian airline that evokes memories of visiting family and going home.

They are all about creating happiness and joy shared by those that get to fly home.

Their company mission is to create an environment that encourages the employees to do their best job.

Disney (9)

Disney is one of the world's most well-known entertainment producers and distributors.


In this brand, practically every film and brand touch point demonstrates magic and positivity.

This leads to the re-establishment of equilibrium and the attainment of a perfect world.

The Walt Disney company's famous slogan is “The happiest place on earth”, as they want it to be the place where people experience happiness.

Innocent Juices (10)

Last but not definitely least, is the Innocent Juices brand.

Innocent Juices

As the name implies, they have built their whole brand proposition on these qualities.

It is to employ nutritious, pure, uncorrupted substances.

Their logo, too, is a wonderful representation of the Innocent personality.

3. Innocent Archetype Expression

Those were the 10 best brands that use Innocent archetype.

The Innocent archetype brand’s ethos is completely centered on honesty and dependability.

Innocent brands tend to sell themselves with a genuine, kind, and straightforward message.

This branding frequently focuses on rebirth, reframing, purification, or returning to the promised land.

Innocent Archetype Expression

The Innocent brands will usually market themselves with soft imagery, muted colors, and a clear, honest message.

Another means of communication is through the characters' infantile innocence, trusting, and ideal personalities.

Their voice in Innocent archetype branding is constantly upbeat, cheerful, and hopeful.

They provide their customers with a sense of security and comfort and seek happiness in the simplicity of life, like Coca-Cola.

This archetype frequently employs images that portray moments of tranquility and nostalgia, like Volkswagen.

Typical image subjects include nature, animals, and nostalgic or bonding experiences.

Therefore, the culture within an Innocent brand will be solely focused on honesty and dependability.

There may be a dearth of innovation and change, but there is a great emphasis on getting things right every time, with little room for error.

4. Innocent Archetype Use Case

In general, the Innocent archetype gives a good identification for brands that provide a straightforward solution to a well-defined issue.

The Innocent archetype may be linked to goodness, morality, simplicity, nostalgia, belonging, and childhood.

They are a good fit for churches, stores, organizations, and children’s products.

The roles of these bands are frequently connected with cleanliness, health, or other virtues that can be replicated indefinitely.

Innocent Archetype Use Cases

The "innocent" brands are usually reasonably priced, and  these are typically mid- to low-priced items.

They might be a suitable fit for businesses that want to set themselves apart from a tarnished product.

Like nature, the Innocent brand identity is pure and untainted and known for its simplicity,  genuineness, and strong moral beliefs.

Innocent companies have no desire to cause harm to anyone.

They are also tremendously optimistic about life.

5. Innocent Archetype Levels / Family

Generally, there are 12 main Innocent archetypes.

The Innocent Archetype family includes: Child, Dreamer, Idealist, and Muse.

Each archetype has four sub-archetypes, making this archetype the family's representative.

Innocent Archetype Levels / Family

You can also delve deeper into the Innocent family and look into other archetypes.

The top-level archetypes, on the other hand, have more in common with other family members.

They serve as a unifying thread for all members of the family.

The other four Innocent Archetypes are as follows:

  1. Child — brand examples:  Warner Brothers or Hello Kitty
  2. Dreamer — brand examples:  Facebook and Ode Magazine
  3. Idealist — brand examples:  Erica Jong and Barack Obama
  4. Muse — brand examples: WIRED or Instagram.

And if you want to learn more about the Innocent archetype, I recommend these two books:

(1) The Hero and the Outlaw by Margaret Mark and Carol Pearson

(2) Archetypes in Branding by Margaret Hartwell and Joshua C. Chen

If you want to learn more about how to leverage archetypes in your brand strategy, check out my article about 12 Brand Archetypes: The Ultimate Guide, which includes all of the archetype information.

Innocent Archetype
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