Brand Archetypes: Taking a Deeper Look into the Innocent Archetype

Do you remember what it felt like to be innocent, carefree, and full of wonder as a child? Can you tap into that archetypal energy within yourself now? What does innocence mean to you? In my previous article, “Brand Archetypes: Unleashing the Power of Storytelling in Marketing,” we explored the fascinating concept of archetypes. Our second stop in this 13-article series will be all about The Innocent archetype from the Explore Spirituality group. I will analyze how real-life organizations bring this archetype to life in branding and campaigns, give some insightful examples, and touch on Innocent's negative aspects.

Boy Playing with a Magical Globe

Explore Spirituality Group

The archetypes in the Explore Spirituality group all have in common the symbolic representation of universal themes and patterns within the human psyche. They aim to transcend the physical world’s limitations and connect with something larger than themselves, involving a search for meaning and purpose in life. They are often associated with a connection to a higher power or divine force. Exploring these archetypes often leads to personal transformation and growth as individuals gain a deeper understanding of their inner workings. These archetypes have a universal appeal and can be found in various cultures and traditions throughout history, suggesting that they tap into something fundamental about the human experience. Let’s look deeper at the Innocent archetype.

The Innocent Archetype

The Innocent archetype represents safety, purity, and a desire for a world free from harm. Its origin can be traced back to Carl Jung’s concept of the child archetype, which symbolizes the beginning of life and the potential for growth and development. The Innocent seeks to return to a time when life was simpler and more innocent, creating a sense of nostalgia and hope. Think about the last time a scent has thrown you back to a childhood memory. This is essentially the same approach and motivation brands that use the Innocent Archetype have. Let’s look at three brands that have successfully adopted the Innocent archetype.

Aveeno

Aveeno is a skincare brand that prioritizes using natural, gentle, and nourishing ingredients. Its emphasis on hypoallergenic formulations appeals to individuals with sensitive skin or skin conditions. At the same time, its marketing campaigns showcase happy, healthy-looking people enjoying a natural and wholesome lifestyle, which resonates with those who value self-care. The brand’s commitment to dermatologist-recommended products adds credibility and trustworthiness. Let’s take a closer look at their brand specs.

• Writing Style: Aveeno’s writing style is simple, gentle, and focused on the natural aspects of its products. They emphasize using natural ingredients and highlight their commitment to peaceful skincare solutions.
• Typography: Aveeno uses clean and legible fonts, often opting for sans-serif fonts that convey a sense of modernity and simplicity. The fonts are usually moderately decorative, reinforcing the brand’s natural and unpretentious image.

Sample of Aveeno’s writing style + font

• Logo: Aveeno’s logo features the brand name “A” in uppercase and “veeno” in lowercase letters in brown color. The font is a clean, modern sans-serif typeface with rounded edges, giving it a friendly and approachable appearance. The brown color used in the logo is reminiscent of the natural color of oats, which is a key ingredient in Aveeno’s skincare products. The logo does not include a circle or a color gradient. The simple design emphasizes the brand name, conveying a sense of naturalness and reliability.

Aveeno’s Logo

• Brand Voice: Aveeno’s voice is caring, nurturing, and trustworthy. Their messaging is often centered around caring for oneself and one’s skin gently and wholesomely. They build trust with their audience through their commitment to natural ingredients and peaceful skincare solutions.
• Color Palette: Aveeno’s color palette exudes a sense of tranquility and closeness to nature. The primary colors used are soft and natural tones such as beige, cream, and brown, which evoke a feeling of Earth’s purity. Complementing these hues are oceanic blues, reminiscent of serene seas, which serve as the secondary colors. Additionally, Aveeno incorporates shades of forest green and lighter greens reminiscent of lush foliage, further enhancing the brand’s connection with nature. These chosen colors align perfectly with Aveeno’s Innocent archetype, emphasizing their commitment to natural skincare solutions.

Aveeno’s Primary Color Palette

Aveeno’s Secondary Color Palette

Case Study: In 2013, Aveeno launched a successful advertising campaign featuring Jennifer Aniston as its brand ambassador. By leveraging Aniston’s Regular Gal Archetype, the campaign reached a wider audience, while the underlying message of the video ads was motivated by the Innocent archetype. The campaign strategically highlighted Aveeno’s commitment to natural ingredients and gentle formulations, which aligns with the Innocent archetype’s values of purity, simplicity, and safety. Aniston’s participation in the campaign through video ads, interviewing dermatologists and other experts about Aveeno products, added a personal touch that reinforced the brand’s reputation as a trusted provider of natural and gentle skincare products, earning the trust and confidence of consumers.
Aveeno’s focus on offering genuine, soft, and nourishing skincare products, with their promotion of a wholesome lifestyle and dermatologist-recommended formulations, appeals to a diverse range of consumers who prioritize the purity and safety of their skincare products as part of their overall wellness routine. The success of the campaign can be attributed to the brand’s alignment with the Innocent archetype and leveraging Jennifer Aniston’s Regular Gal Archetype to reach a broader audience. In summary, Aveeno’s advertising campaign was a strategic success, appealing to consumers who prioritize natural, gentle, and safe skincare products while effectively leveraging Jennifer Aniston’s relatable persona to connect with a broader audience.

Dove

Dove is a brand that effectively embodies the innocent archetype through its marketing efforts. The brand’s emphasis on natural ingredients, simplicity, authenticity, ethics, and family aligns with the innocent archetype’s values, effectively embodying this archetype. Dove’s color palette, primarily white, blue, and gray, create a clean and calming aesthetic that reinforces the brand’s message of purity and simplicity. Let’s jump into the details!

• Writing Style: Dove’s writing style is inclusive, empowering, and focused on self-acceptance and confidence. They often use positive and affirming language in their communications, encouraging their audience to embrace their natural selves and feel confident in their skin.
• Typography: Dove uses clean and modern fonts, often opting for simple and legible sans-serif fonts. The fonts are typically not overly decorative, reinforcing the brand’s simplicity, authenticity, and inclusivity message.
• Logo: Dove’s logo features a simple, minimalistic design with a dove silhouette in a clean and modern font. The sleek and timeless logo represents the brand’s focus on authenticity, purity, and simplicity. A dove is regarded as a symbol of peace in many cultures.

Dove Copy

• Brand Voice: Dove’s voice is empowering, authentic, and inclusive. They aim to challenge beauty standards and promote self-acceptance and confidence in their audience. Their messaging is often centered around body positivity, natural beauty, and embracing diversity, encouraging individuals to be comfortable in their skin and celebrate their uniqueness.
• Color Palette: Dove’s palette consists of soft and muted colors like white, light gray, and pale pink. These colors convey a sense of purity, simplicity, and authenticity, aligning with the brand’s Innocent archetype and its emphasis on embracing natural beauty.

Dove Soap Color Palette

Case Study: Dove’s Reverse Selfie video campaign aligns with the innocent brand archetype by promoting purity, simplicity, authenticity, and a positive outlook. The campaign encourages self-acceptance and self-love, emphasizing the beauty of natural, unfiltered images. By challenging unrealistic beauty standards perpetuated by social media and promoting genuine, unpretentious experiences, the campaign embodies the innocent archetype’s belief in the inherent goodness of people and a return to a more straightforward, more authentic way of life. With its uplifting message and emphasis on embracing unique beauty, Dove’s Reverse Selfie campaign successfully embodied the pureness that comes with the Innocent archetype.

The Potential Pitfalls of the Innocent Archetype

The innocent archetype, associated with purity, wonder, and simplicity, can be appealing and beneficial for a brand’s identity. However, it also has potential weaknesses that can become evident. Brands that embody the innocent archetype may come across as naive or simplistic in their messaging, lacking depth or sophistication. For example, Dove faced backlash in 2017 when an advertisement showed a black woman transforming into a white woman after using their product, which was perceived as perpetuating racist stereotypes. This controversy revealed a lack of understanding of diverse perspectives and cultural sensitivity, resulting in reputational damage for the brand. This highlights the potential pitfalls of brands projecting an innocent image without a nuanced understanding of social issues.

Brands that adopt the innocent archetype may make unrealistic promises or expectations, resulting in disappointment or loss of trust when they fail to deliver. For instance, brands that promote products as “miracle solutions” or promise unrealistic beauty standards may face backlash when consumers realize the unattainable nature of these promises. This misalignment between idealistic messaging and reality can lead to disillusionment and erode consumer trust. Brands must be mindful of the potential negative consequences of setting unrealistic expectations and ensure their messaging aligns with validity to maintain credibility and trust with their audience.

Final Thoughts

The human longing for spiritual exploration is a timeless and universal quest. Among the archetypes representing this journey, The Innocent shines with purity and unwavering faith. The Innocent encourages individuals to trust in something greater than themselves, believe in the world’s goodness, and maintain an optimistic outlook. Alongside The Sage, who embodies wisdom and seeks knowledge, and The Explorer, who craves adventure and discovery, The Innocent inspires people to question their beliefs, seek profound meaning, and connect with a higher power or purpose. By embodying The Innocent archetype, individuals can cultivate a sense of childlike wonder and develop unwavering faith, guiding them toward a more profound understanding of purpose and fulfillment in life. Ultimately, within the Explore Spirituality group of archetypes, The Innocent reminds us to trust and have faith in the mysteries of life as we journey to find greater meaning and purpose in our existence.

Until Next Time!

As you incorporate archetypes into your branding strategy, multiple archetypes may resonate with your brand image. Embrace the opportunity to combine and customize archetypes to create a unique brand identity that aligns with your values and resonates with your target audience. In my next article, we will explore The Sage Archetype, another member of the Explore Spirituality group. But before we part ways, let’s reflect on some questions that bring this article full circle:

1. What brands evoke a sense of purity, faith, and unwavering trust?
2. What specific qualities or characteristics of these brands align with the Innocent archetype?
3. How do these brands make you feel as a consumer, and how do they align with your understanding of the Innocent archetype?

Leave your comments/ answers below :D. See ya next week!