SLOWER FASHION
IS THE FUTURE

Second only to oil, fashion is the industry that creates the most pollution. 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 silhouettes 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: Art Direction, Brand Identity, Packaging, Social Media

Visual Identity

Being a conscious consumer can be associated with a higher price tag, so part of 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.