Patagonia Brand Case Study

At 50 years old, outdoor brand Patagonia is only just beginning to hit its stride.

As “the poster boy of purpose”, Patagonia is a must-know brand case study. Every decade, Patagonia ups the game on every aspect of business: its products, its brand experiences, and its philanthropy and activism.

Discover how a fifty year old brand is able to keep its identity through rapid growth, shifting trends, and a raging climate crisis.

This case has been fact-checked by the Patagonia team.

The 24-page case study contains:

1. the 50+ year story of Patagonia
2. the philosophical underpinnings of the brand
3. an analysis of the Patagonia brand strategy
4. the brand framework mapped out on the brand thinking canvas #1 and #2
5. the brand core: purpose, mission, vision, values, brand promises
6. visual identity: logo, color palette, typography, photography and illustration
7. verbal identity: tone of voice and messaging
8. brand interactions: how the brand purpose is translated to the product, unique experiences, stores, events, communications, partnerships with conservation organisations, and people policy

Written by Anne Miltenburg with research from Linet Mwende and Wanjiru Gathanga