The most optimistic archetype. Innocent brands choose optimism over realism, creating safe havens where audiences find genuine happiness and trust, even amid chaos.
Voice: Optimistic, Honest, Humble
Message: "The best things in life are simple, honest, and true"
Target: Family-oriented consumers valuing transparency and wellness
Best For: Mass market, family products, consumer goods, wellness
Avoid: Cynicism, aggressive tactics, complexity that confuses
Examples: Coca-Cola, McDonald's, Dove, Volkswagen, Calm App, The Honest Company
Connects with audiences seeking paradise and freedom from life's complexities.