The Mercantile: A Brand Rooted in West Virginia’s Heritage

The Mercantile brand was developed through a collaborative process with students in the "Building Rural Businesses" program, transforming their input into a cohesive identity that honors West Virginia’s rich history of trade and artisan craftsmanship.

The name "The Mercantile" was chosen to evoke a sense of tradition and class, while also embracing a broad mission of economic growth and community connection across West Virginia, beyond the focus of a single college.

At the heart of the brand's visual identity is the "Quilt Flower" logo, symbolizing the region's folk traditions and craft heritage. This design authentically reflects both the values of the university and the cultural significance of West Virginia, creating a meaningful and impactful brand that resonates with the local community.

Homegrown

The accompanying “Homegrown" product line highlights student-created goods, further connecting to West Virginia’s agricultural and artisanal roots.