Paradise · Desire: Freedom
The Innocent
“Free to be you and me”
Also known as: Purest · Dreamer · Idealist · Optimist
The world is good, people are good, and life can be simple and beautiful.
Motto
Free to be you and me
Core Desire
To experience paradise — a world of safety, goodness and simplicity
Promise
To provide goodness, simplicity and happiness without compromise
Symbol
🌸
What drives them
- Purity
- Goodness
- Simplicity
- Renewal
- Hope
What they fear
- Corruption
- Wrongdoing
- Punishment
- Complexity
- Cynicism
Brand strategy
- Promote safety and happiness
- Celebrate simple pleasures
- Be honest and transparent
Brand personality
Voice traits
Brand values
Strengths
- Building trust through transparency
- Creating feel-good emotional connections
Pitfalls to avoid
- Appearing naive or simplistic
- Being seen as boring or bland
- Lacking edge or distinctiveness
Visual style
The Palette
Signature colours
The five signature hues that define the innocent brands.
#97FE99
Calming · Healthy · Natural
#139217
Calming · Healthy · Natural
#FA0D1B
Femininity · Softness · Innocent
#911393
Cheerful · Optimistic · Cheerfulness
#2AFC2F
Calming · Healthy · Natural
Curated palettes
Four named palettes built for different brand moods.
Pure & Optimistic
Virtuous & Faultless
Positive & Joyful
Inner Peace & Nostalgic
Typography pairings
Three Google Font pairings that capture the the innocent voice.
Pure & Optimistic
The Innocent
Heading · Nunito
The quick brown fox jumps over the lazy dog. Body copy uses Lato for comfortable reading at every size.
Body · Lato
a personal touch
Accent · Dancing Script
Nunito's soft rounded terminals project warmth and approachability. Lato's humanist structure makes body text feel friendly and trustworthy. Dancing Script adds handwritten sincerity to accents.
Fresh & Wholesome
The Innocent
Heading · Quicksand
The quick brown fox jumps over the lazy dog. Body copy uses Open Sans for comfortable reading at every size.
Body · Open Sans
Quicksand's geometric rounded forms feel light and optimistic. Open Sans is the most universally readable web font — pairing with Quicksand creates an effortlessly clean, pure aesthetic.
Simple & Sincere
The Innocent
Heading · Nunito Sans
The quick brown fox jumps over the lazy dog. Body copy uses Source Sans Pro for comfortable reading at every size.
Body · Source Sans Pro
a personal touch
Accent · Caveat
Nunito Sans softens the sharpness of geometric sans-serifs while retaining legibility. Caveat's handwritten quality adds genuine, unpolished warmth to callouts.
Brands that live this archetype
Real-world examples of the innocent brands done well.
Dove
Personal Care
Champions real beauty, natural ingredients and simple honest care
Coca-Cola
Beverage
Sells happiness, togetherness and the simple joy of sharing a moment
Aveeno
Skincare
Natural, pure ingredients with a wholesome, uncomplicated approach to beauty
Nintendo
Gaming
Creates joyful, innocent fun that the whole family can share
Confirm your fit
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