The Innocent is a pure and optimistic personality type. They yearn for a harmonious world free from conflict and suffering. Their motto, “Free to be you and me,” reflects their desire for genuine connection and authenticity.

Often associated with terms like utopian, traditionalist, naive, mystic, saint, romantic, or dreamer, Innocents often seek to return to nature and simpler ways of living. Their honesty and purity make them averse to malice or ill-will, and their ultimate goal is the happiness of themselves and those around them.

The Innocent’s core desire is to experience a paradisiacal state of peace and contentment. They fear doing wrong or bad things that might lead to punishment.

In branding, the Innocent archetype is best suited for:

• Products or services that promote harmony, peace, and well-being.
• Brands that emphasize natural, organic, or sustainable values.
• Products or services aimed at children or families.
• Brands that evoke feelings of nostalgia or a simpler time.
• Brands that emphasise purity, honesty, and authenticity.