The Innocent



This archetype is honest and pure. Simply put. They’re super wholesome and believe in living a simple life.

They don’t hold grudges, see beauty in just about everyone and everything and they strive for happiness. They’re afraid of negativity and complexity. Dove, Cinderella, and Aveeno fall into this archetype.

Picture by Suhyeon Choi



If you’re already in alignment with the Innocent brand and you fit the aesthetic, make your DIY brand journey a little easier and shop the Canva templates I have ready-made for you!

One thing I want to note here, you can be an Innocent brand and still live outside of the minimalist vibe. Each brand archetype walks in many forms and aren’t tied to one specific look.

Understand your story, who your client is and then build the bridge to connect the two. It’s magic, I promise.

Don’t forget to keep scrolling for more (FREE) resources!

Great stories start with a vision.

Branding is all about story telling and creating relationships. It’s an experience. A great way to build on that is by putting all your ideas into a mood board. Click the button below to get started and make sure to use the resources in the next section to help create your mood board.

Extra resources and goodies.

As a special treat for taking my brand personality quiz, here are a few additional resources that I use for all my branding projects to help you on your way.



Innocent archetypes are welcoming, calming, sweet and soft. When choosing colors for your brand, consider colors that are are evoke stillness and help your audience feel welcomed. Neutrals, dark and pastels all work for this archetype.


Whenever you’re adding visuals to your brand you want to keep it consistent with your story. Consider writing down adjectives to describe your brand and use those words as search words when looking for imagery or working with a photographer/designer.


Fonts are more than letters and words. They’re characters that project the tone of your brand, how it talks to your audience. When picking fonts, your headline fonts should stand out, paragraph/content fonts should always be legible.

Explore more archetypes and brand personalities below