These are the three Jungian archetypes that represent the pursuit of fulfillment: The Innocent, the sage, and the explorer.

The Innocent is a bit like the beautiful little child or the wise mystic, filled with wonder at the beauty of it all, still believing it is possible to live in paradise right now. At the lower levels of the archetype, people believe that this is their heritage and therefore become upset when life seems to let them down. At a higher level, the Innocent chooses a more simplistic, more values-driven life and moves into paradise by walking on this determination.

Brands who use the Innocent archetype

They want to make their customers feel safe and beautiful on the inside. Ex: Nintendo Wii, Coca-Cola, Dove.

We all have some experience of a remarkable moment when the excellent, perfect life seemed possible. We all want to fulfill a longing for some ideal place where we can feel fully ourselves and at home, right? Some psychologists explain this yearning as a desire to re-experience the security and harmony of the womb.

We have so many options, in terms of how to pursue our individual destinies, but not too much help to show us the way. That is why archetypes and archetypal stories that provide a road map for self-realization are so relevant.

The Innocent Archetype is a bit like the beautiful little child filled with wonder at the beauty of it all, still believing it is possible to live in paradise right now. At the lower levels of the archetype, people believe that this is their heritage and therefore become upset when life seems to let them down. At a higher level, the Innocent Archetype chooses a more simplistic, more values-driven life and moves into paradise by walking on this determination.

As buyers, when Innocents, find a brand they trust they become extremely loyal, especially brands that make life simple.