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The Innocent

Free To Be You & Me

This is a positive personality who has an optimistic view of life.  The Innocent might also be known as a dreamer, traditionalist, romantic, saint, mystic, traditionalist, or utopian. The Innocent character is depicted quite well by Tom Hanks in the movie Forest Gump. They frequently want to return to natural living and nature. They are pure and honest and do not hold ill-will towards anybody. What they want ultimately for the people around them and themselves is for everyone to be happy. The core desire of the Innocent is to experience paradise. They are afraid that doing something bad or wrong can provoke punishment.

The Innocent archetype in branding is best for:

  • Fresh food,
  • Skincare
  • Beauty

The Innocent archetype is used by such famous brands as:

  • Dove
  • Aveeno
  • Whole Food

Dove and Aveeno both are skincare products promoting simplicity and natural ingredients. A simplistic persona is also adopted by these brands that present women in a more natural way. Whole Foods is about untouched, natural, organic food.

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