Innocent Archetype

Innocent Archetype

By: Sreelakshmi Nair, Deepa Soman

The Innocent/Child Archetype is a Jungian archetype, first discovered by Psychiatrist Carl Jung. In more recent years, Psychologist, Alice Millar, retrieves the positive side of the child archetype from a negative parental complex in the drama of the “gifted child”. Provide a relatively simple answer to an unidentifiable problem. Innocent Archetypes are associated with goodness, morality, simplicity, nostalgia or childhood. They have functions associated with cleanliness, health or virtue. They are priced moderate to low. They desire to differentiate from a product with a tarnished image. They don’t like change.


BE GOOD, DO GOOD & HAVE FUN- They want to be good and do good, and find happiness in small things. They do not have big dreams, satisfied with whatever they have.

Words Associated with innocent archetype:

Optimistic: Whatever problem arises they tend to find a simple solution. Traditionalist: They do not like change, work in a traditional way. Trusting: They trust others very easily. Honesty: They believe in Honesty is the best Policy. Pure: They believe in purity. Mystic: They want to surrender to God and be in Paradise. Saint: They have a very saintly nature. Forgiving: They have a very forgiving nature. Naïve: Due to lack of experience they tend to be naive

Motto: Free to be you and me:

They do not judge anybody. According to them everybody is free to be whatever they want to be.

 Promise: Life doesn’t need to be hard keep it simple:

They don’t want life to be hard, they find simple solutions to any problem arising. They find happiness in small simple things like within family & friends

Core desire: To get to paradise

The core desire is to reach paradise by doing good.

Goal: To be happy

They want to be always happy away from all the negativity.

Strategy: Do things right

They want to be trustworthy. They are always positive and straight forward.

Fear:  To be punished for something bad or wrong

They believe that world gets tainted or ruined by something negative.

Talent: Faith and Optimism

They have faith in others always and believe that there is goodness in all.

Weakness:Boring for all naive innocence: Since they do not like change they can tend to be boring

Levels of Innocent Archetype:

  • The Call: A desire for purity, goodness, and simplicity
  • Level 1 of the Innocent brand archetype includes people who feel paradise is their birthright and not having it makes them angry. They are defined by a childlike perspective.
  • Level 2 is the midpoint in the process of achieving innocence that focuses on renewal, reframing, and cleansing. People at this level are still searching for paradise but haven’t quite found it yet.
  • Level 3belongs to the most highly evolved Innocents who believe that people make choices for a simpler, values-driven lifestyle and as a result create their own paradise and sense of spiritual oneness. The belief is that innocence (paradise) comes from within, not from outer experiences.
  • Shadow: Denial, repression


Characters like Hansa from Khichdi, Tulsi from Kyunki Saas Bhi Kabhi Bahu thi, Sidhu (Akshay Kumar) from  Chandni Chowk to China, Icha from Uttaran


Coca Cola: During WWII Coca-Cola was marketed as a cool, refreshing, nonalcoholic drink for soldiers and soon the bubbly brown beverage became directly associated with American idealism. In 1971 With the slogan “It’s the real thing,” Coke aimed to unite the countries of the world through carbonation. Another commercial shows that even during the busiest moments of parenthood, a cold Coke equates to a simple moment to breathe. Switching between the perspectives of a 100-year-old man and a new baby arriving in the world, a third commercial reflects the ideals of the most developed level of the Innocent.- Happiness is your birthright. Slogan Coke , It’s a real thing – emphasis on honesty and authenticity, Life ho tho aise, open happiness

Dove: Yearning for paradise-, Perfect land where we are free to be you and me, purity, goodness and simplicity. Embrace your natural beauty-this brand is all about embracing natural beauty – it’s okay to be you. Visual language-frequent use of the color white and the use of a peace pigeon in their logo. Video campaigns are all about women, in a wide array of diversity. Keeping hope alive- Dove came up with this slogan: ‘Imagine a world where beauty is a source of confidence, not anxiety.’ Beauty is a state of mind- Their ‘Evolution’ commercial shows that our twisted image of beauty arises because of manipulation by the beauty and fashion industry.

Walt Disney: All the Disney main characters be it the princesses or mickey mouse, Minnie mouse or Donald or Goofy come under innocent archetype characters. The audience of these shows are children

Snuggles/Baby products:  All the baby products come under innocent archetype because those who use the product are babies. The product need to be soft. Ads show babies and their mothers and the bond they share



1992 - 1996
1997 - 2001
2001 - 2007
2013 - 2019


Deepa starts working at Hindustan Unilever Ltd., and after working there for a few years decides to take a career break to take care of her son. The family plans to move to Jamaica, and she wishes to resume working. There are not a lot of opportunities post a career break for her, and this makes her realise the plight of women all across the world who are trying to resume working after taking a break. The seed for Lumière is planted. Deepa joins J.A. Young Research Ltd. to get back to her roots, and ultimately decides to start her own firm under her CA's advise.



Start of Lumière Consultancy in Jamaica



The family is aching to return to India, and post the birth of her second child, Deepa gets an offer from HUL to rejoin them. She has an itch to make it on her own, and so declines. This results in a different type of engagement between the two, and Lumière engages exclusively with HUL by expanding their scope. Deepa builds a stronghold in consumer behavior, and Lumière develops into an entity of its own. Inception of 'Consumer Centricity', which is their future key to strength, begins. With an expansion in their work, they need more resources and a group of like-minded talented professional women to join the team. Lumière gives them solace, a place to grow, rebuild their careers, and achieve goals beyond their expectations. They begin with mentoring initiatives, with an urge to inspire young individuals. People approach them through word-of-mouth, references, and to create opportunities beyong market research, Lumière becomes a Pvt. Ltd. company.



An opportunity arises to be a part of something big, to analyse the growth mindset and the creation of a best practice document for sequential recycling. Lumière makes an impact across categories and branches into Product Testing and Category Creation.



Lumière touches ₹ 1 crore. Their brochure is presented at MRSI. The company turns 10, and Milind joins the team as an observer. This becomes the phase of Lumière's upheavel: from scaling up, digitization and automation of processes, to plugging in leakages across departments and accounts. Their billings reach ₹ 3 crores.



Rashmi Bansal dedicates a chapter of her book 'Follow Every Rainbow' to Deepa and Lumière. The company enters adulthood, and they facilitate change management for Lumière. The introduction of the Gallup Strengths to the portfolio is a game changer. A revamp of the technological infrastructure ensues, giving way to an articulation of Lumière 3.0.