SLOWER FASHION
IS THE FUTURE

Fashion is one of the most polluting industries— second only to oil. Wildroot Mercantile is joining the league of brands divesting from the environment-belaboring fashion calendar. Instead, the boutique focuses on capsule collections offering eco-friendly fabrics and timeless fits synced to the natural season. They’ve completely eschewed buying ahead (which means no sweaters on display before leaves turn) and cater to customers that shop in accordance with need, not trend, effectively reducing their waste footprint and overhead.

SCOPE: VISUAL IDENTITY, PACKAGING, SOCIAL MEDIA

Visual Identity:

There is so much stigma around being eco-conscious. Some think it’s only for the rich, and some think it’s only for hippies. Not so! Being conscious is something everyone can do, so the challenge was to make the branding feel like a (very accessible) middle-ground.

The logo is a mix of a soft, organic-feeling and clean, luxury-forward serifs. The muted greens recall sage and mint, two scents and tastes accessible to any class. The root patterns reaching across the collateral felt like a fitting way to anchor the brand in its name and ideals.

Social Strategy:

The brand’s instagram balances rich color, natural imagery, new arrivals to the shop, and aspirational imagery. The clean, concise look aims to make eco-conscious shopping feel simple, easy, and chic. Each post is accompanied with smart, informative captions that run the gamut from fabric knowledge to non-toxic cleaning methods for the home & apparel.

The brand’s mission of empowerment and education continues with the shop’s weekly clinics which are advertised through instagram stories. Vendors, master gardeners, environmental groups, etc, are invited to come share evenings and knowledge with shoppers.