The Innocent

A Jungian Archetype, applied to Brand Identity

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Safety • Sense of Wonder • Purity • Trust • Honesty

Aww, so sweet! Innocent brands are precious to us! We love to love them! They are huggable, squeezable, soft, warm, and everything cozy. They bring us comfort on dark or dreary days, they uplift the spirit and soul. By placing optimism, and a purity of effort/intent up front, Innocent brands attract people by appealing to self-care, self-expression, and overall health and wellbeing. These are brands we not only recognize we want/need, we truly fall in love with them.

Innocent brands can also be thought of a type of muse. They have an ability to inspire the creation of art and literature and even facilitate clarity, focus and motivation. They encourage the expression of creativity, and some even provide symbols and signs to encourage deep dreaming. While they can provoke this kind of deep thinking, they tend to promote the sort of peace in which people allow their minds to wander with childlike innocence, safety, and wonder.

Brand Examples:

Forest Gump, Bluey, Mona Lisa

Innocent brands are - you guessed it, white, light, bright, baby cheeks, soft clouds, clean sheets, early mornings, and everything new. They are light colors, baby-proof, people-proof, and warm.

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