The Innocent Brand Archetype

aka the saint

The innocent brand story arch is about being happy. The Innocent is known as an optimist.
People come to them looking for simplicity and positive possibility.

goal: to be happy

traits and characteristics: optimistic, simple, romantic, moral, decisive


👼 🌷 🧸   🕊




Michael Cera

Leslie Knope

famous Innocent phrases and quotes:

“I am big enough to admit that I am inspired by myself.”― Leslie Knope

"You try to pick good stories and that's pretty much all the control you have."― Michael Cera


Want to learn how to use the innocent archetype in your brand's personality with messaging and content that drives measurable growth?

Come to a Masterclass.