Brand Archetypes: The Innocent
Unveiling Purity: The Innocent Archetype in Branding
At Shaped Branding, we understand the magnetic pull of unadulterated optimism and truth. In a world yearning for simplicity and a return to basics, the Innocent archetype stands out as a beacon of unwavering hope and genuine connection. It's about promising a fresh start and a wholesome experience, free from cynicism.
Wants & Desires
To experience paradise, happiness, safety, and a simpler, better world. They desire to be good, pure, and free from corruption or punishment.
Pain Points
Fear of punishment, being corrupted, or losing innocence. They dread anything that might tarnish their purity or force them into cynicism.
Film Example: Forrest Gump
Forrest embodies unwavering optimism, honesty, and a simple worldview. His greatest pain points are unfairness or when bad things happen to good people (like Jenny's struggles).
Television Example: Ted Lasso (from Ted Lasso)
Ted is relentlessly optimistic, kind-hearted, and always believes in the best in people, even when faced with cynicism. His desire is to inspire joy and foster a positive environment, and his pain points are often rooted in the struggles of others or the erosion of optimism.
Brands: Dove, Coca-Cola, Nintendo Wii.
These brands evoke feelings of purity, happiness, and simple, wholesome joy. Their messaging avoids anything complex, cynical, or harmful.
Visual Conveyance:
Font Characteristics: Round, soft, friendly, and clean sans-serifs (e.g., Gotham, Lato). Avoid anything harsh, sharp, or overly ornate.
Graphics: Simple, clean lines, often illustrative rather than photographic. Think natural elements, sunshine, clouds, or childlike drawings. Minimalist design is key.
Colours: Pastels, light blues, soft greens, sunny yellows, and pure whites. Evokes freshness, airiness, and a lack of artificiality.
Tone of Voice
Optimistic, positive, honest, wholesome, simple, straightforward, and sincere. Avoid sarcasm, negativity, or complex language.
Ready to connect with your audience on a truly pure level?
Let Shaped Branding help you infuse your brand with the trusted essence of the Innocent archetype. Contact us today for a free Brand Discovery!
