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.

What is the innocent's goal?

goal: to be happy

What are the innocent's traits and characteristics?

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

what emojis does the innocent use?


👼 🌷 🧸   🕊

what brands are the innocent archetype?




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


While brand archetypes have universal themes, each brand's voice is unique.

Discover your unique brand voice with a custom Brand Archetype Report to find out how your brand can stand out to connect with customers.