Jogo Digital / Brand Archetype Quiz
Your brand archetype
The Innocent
The Innocent archetype is driven by the desire for happiness, trust, and simplicity. It attracts people who value authenticity over sophistication and who believe that the best solutions are often the simplest ones.
Core desire
To be happy, to feel safe, and to do things the right way. The Innocent wants to belong somewhere good and trusts that things will work out if approached with an open heart.
Core fear
Doing something wrong, being punished for it, or getting tangled up in cynicism and complexity that pulls them away from what feels pure.
Voice
Warm, plain-spoken, and a little nostalgic, never clever for cleverness’s sake.
“It’s okay to keep things simple. You don’t need a trick, just something honest.”
Design language
Soft edges, high-key colour, and room to breathe.
Cream
#FBF6EE
Sky
#C9E4EE
Butter
#F3CE7E
Blush
#F0C7C4
Sage
#AECBA1
Typography
Aa
Gentle
Rounded, soft-terminal display serif paired with a friendly rounded sans for body text. Nothing sharp, nothing heavy.
Imagery
Light Natural, unfiltered, slightly overexposed
Subjects Open skies, bare feet, hands, animals, children
Texture Watercolour washes, hand-drawn linework
Avoid Heavy retouching, moody shadow, dense clutter
Layout & shape
Whitespace Generous, unhurried
Corners Rounded: cards, buttons, images all soften
Icons Simple line marks: sun, cloud, leaf, heart
Motion Slow, drifting, never abrupt
Textures & materials
Soft cotton, linen, muslin, smooth ceramic, frosted glass, pale timber, handmade paper, soft wool, chalk, porcelain.
Flavours & scents
Vanilla, fresh milk, honey, pear, apple blossom, cotton, chamomile, coconut water, fresh bread, light citrus.
Imagery inspiration
Wording patterns
What the Innocent says, and what it always avoids.
Reach for
Simple, pure, honest, gentle
“The way it should be”
“No tricks, no gimmicks”
“Back to basics”
“It’s okay to…”
Steer clear of
Fear-based urgency or countdowns
Technical jargon or insider language
Dark humour or sarcasm
Aggressive superlatives (“the ultimate,” “dominate”)
Anything that reads as cynical
Reference brands
Five brands that live in this archetype.
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The 12 brand archetypes
Explore the other personalities
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The Innocent
Optimism & simplicity
02
The Sage
Truth & understanding
03
The Explorer
Freedom & discovery
04
The Outlaw
Disruption & rebellion
05
The Magician
Transformation & vision
06
The Hero
Courage & mastery
07
The Lover
Intimacy & devotion
08
The Jester
Joy & play
09
The Everyman
Belonging & realness
10
The Caregiver
Service & compassion
11
The Ruler
Leadership & order
12
The Creator
Imagination & originality