Moxie Mercantile opened in Charlotte’s Plaza Midwood neighborhood in 2015, founded by Michelle Castelloe after her career as a brand director for Anthropologie. The name has a personal connection: Castelloe’s grandfather used “moxie” to describe her determination and ability growing up.
The wordmark places the large, lowercase “moxie” above smaller, widely spaced capitals spelling “MERCANTILE.” The slightly irregular serif lettering mimics older printed type, connecting visually with the shop’s combination of vintage finds, handmade objects, and locally produced goods. The smaller line underneath gives the expressive lettering a more orderly foundation.
The logo documents how a Charlotte retailer uses references to older commercial lettering within a contemporary identity. Its restrained appearance allows the store’s varied merchandise to remain prominent. The designer and exact creation date have not been identified; the identity is associated with the business’s beginnings around 2015.
