Patagonia Charlotte opened in March 2024 in South End’s historic Nebel Knitting Mill. Their newest flagship showcases a brand identity inspired by the diverse biomes shared by the Carolinas. Featuring native plants and wildlife, we settled on a native bumblebee and a flowering dogwood as key symbols, emphasizing the critical role of native bees. With over 500 species in North Carolina alone, they contribute significantly to biodiversity, ecosystem health, global food security, and plant reproduction.

We developed a library of vignettes showcasing landscape and wildlife to elaborate on the store’s visual identity and storytelling capabilities. My daughter helped me with some of the squiggles and textures!