The Innocent brand archetype

Visual identity

Key visual: Sunny, simple scenes with blue sky and fresh, uncomplicated objects.

Super graphic: A soft sun, cloud or one simple rounded mark.

Colour palette

• Canvas: White #FFFFFF
• Primary: Baby Blue #BFE3FF
• Secondary: Mint #C8F2DC
• Accent: Butter #FFF1A8
• Highlight: Soft Pink #FFD6E0

Typography

Display: Comfortaa. Body: Mulish.

Shapes and motifs

• Sun
• Cloud
• Circle
• Rainbow
• Soft square
• Smile

Textures

• Flat colour
• Watercolour
• Soft wash
• Clean white

Motion

Light airy floats and gentle bounces.

Do: Leave breathing room and keep forms soft. Don't: Add visual noise, shadows or hard edges.

Verbal identity

Desire: Happiness and simplicity. Fear: Doing wrong and complexity. Promise: Good, honest, simple.

Adjectives

optimistic, pure, honest, cheerful, simple, wholesome, fresh

Voice

Friendly and sunny, with simple words and a little wide-eyed optimism.

Say

• goodness
• simply
• a little joy

Never say

• disrupt
• fear-based jargon
• it's complicated

Word bank

fresh, simple, pure, happy, honest, natural, sunny, little, good, smile

Taglines

• Simply good.
• Little things, big smiles.
• Nothing to hide, everything to enjoy.

Hooks

• The simplest thing that made my day better
• Only 3 ingredients. That's it.
• A tiny bit of good news

Post ideas

• Good-news posts
• Ingredient transparency
• Simple daily rituals
• Gratitude notes
• Kid-friendly stories

Humour

Sweet, punny and innocent

We tried to be serious once. Then we saw a puppy.

Real world example: Innocent Drinks

Simple ingredients, sweet packaging chatter and wholesome campaigns make goodness feel effortless.

Do: Keep it short, positive and transparent. Don't: Be cynical, complex or preachy.