January 28, 2024

Marici

Section 1: The Vision

Project Name: Marici

MARICI

What We Wanted to Do:

Our goal was to craft a brand identity that reflected Marici's dedication to preserving the heritage of authentic Pashmina. We aimed to highlight the brand’s commitment to ethical practices, handcrafted excellence, and the unique qualities of their products. The project involved creating a visual and narrative identity that would resonate with discerning European markets, emphasizing sustainability, luxury, and timeless elegance.

Strategic Foundations

Our approach was built on addressing fundamental brand values and market needs:

Quality and Heritage:
- Showcase Marici's use of 100% genuine Pashmina sourced from Ladakh, representing only 1% of the world's cashmere production.
- Highlight the traditional weaving techniques that preserve heritage craftsmanship, ensuring each piece reflects the artistry of nomadic life.
Sustainability and Ethics:
- Emphasize Marici’s sustainable and ethical production practices, supporting the livelihoods of producers from the Ladakh region and the Changpa nomads.
- Communicate the brand’s commitment to sustainable fashion, appealing to environmentally conscious consumers.
Luxury and Exclusivity:
- Position Marici as a purveyor of timeless luxury, offering exclusive and limited availability products designed to be passed down through generations.
- Reflect the brand’s prestigious and elegant image through high-quality visuals and storytelling.

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Model trägt kobaltblauen Mantel mit Seidenschal – Marici Fashion München

Makro Alpenwiese mit Blüte im Vordergrund – Moodshot Marici Lookbook

Portrait Model mit beigefarbenem Kaschmirschal – Marici Accessoire Linie

Bergpanorama mit Tannenwald – Location Visual Marici Kollektion

Section 2: The Execution

Bringing Ideas to Life

What We Did:

Branding and Design

Branding:
- Developed a cohesive brand identity that encapsulates luxury, elegance, and authenticity.
- Designed a logo that embodies quality, distinction, and a blend of both feminine and masculine qualities, inspired by brands like Celine, Tiffany, and Givenchy.
Visual Set Design:
- Chose a scenic location in the Bavarian Alps for the photo and video shoots, enhancing the brand’s connection to nature and heritage.
- Created a set design that combined modern elegance with rustic, natural elements, reflecting the duality of tradition and luxury.

Production

Content Strategy and Concept:
- Developed a content strategy focusing on the unique selling propositions (USPs) of Marici: authenticity, craftsmanship, and sustainability.
- Crafted a brand story that narrates Marici's mission to elevate the beauty and uniqueness of Pashmina, honoring its sustainable origins and the artisans behind it.
Technical Production:
- Conducted product and brand photography and video production in the Bavarian Alps, capturing the natural beauty and luxurious essence of Marici’s scarves.
- Utilized a triple camera setup for dynamic and engaging footage, emphasizing the intricate details and superior quality of the products.
Website Development:
- Designed and developed a user-friendly, visually stunning website that aligns with Marici’s brand identity.
- Ensured the website effectively communicates the brand’s values, product details, and the story behind each piece, enhancing customer engagement and trust.

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Layoutvorlage Key Visual – Designrahmen Marici Corporate Identity

Farbpalette Violett und Sand – Marici Colour System Modebrand

Hangtag mit Emblem – Marici Bekleidungsetikett Branding München

Gedrucktes Styleguide Heft – Marici Brandbook Präsentation

Visitenkarten-Layout auf Holzoberfläche – Marici Corporate Design München

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Section 3: The Outcome

Measuring Our Success

How it Went:

Since launch, MARICI has moved from new label to a recognized name in mindful luxury:

Featured in VOGUE Germany (issue 12/2025)
Listed in TextilWirtschaft's "Labels to watch" (August 2025)
Retail placement at Breuninger Munich — alongside established luxury houses
Hand-woven limited collections positioned from €139 to €1,295

The brand identity — naming, art direction, campaign photography and digital presence — gave MARICI the visual language to stand next to established luxury brands from day one, and to be picked up by the media that define the segment.

Drapiertes Tuch enthüllt Silhouette – Marici Lookbook Editorial Bayern

Model im grünen Mantel vor Alpenwiese – Marici Fashion Shooting München

Seidenschal Detail und Freundinnen – Marici Accessoire Kampagne

Model in Tweedjacke auf Bergwiese – Marici Herbstkollektion Alpen

Verschleierte Silhouette unter Chiffon – Marici Editorial Alpen

Model mit Cape vor Bergpanorama – Marici Lookbook Outdoor Bayern

Zwei Frauen mit Seidenschals – Marici Accessoire Editorial

Portrait in Tweedjacke auf Waldwiese – Marici Mountain Fashion München

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Schwarzweiß Totale Fotostudio – Marici Fashion Shooting München

Designerinn richtetes Kleid vorm Vorhang – Marici Modeproduktion München

Make-up Artist stylt Model – Behind-the-Scenes Fashion Shoot München

Model hängt Couture-Kleid auf – Marici Kollektion Shooting München

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Section 4: In Their Words

"The team at FADETOBLACK went above and beyond in launching the Doc Buchhorn Podcast. They weren’t just there to execute; they were an integral part of shaping the strategic direction with their deep understanding of 21st-century political and societal trends. The result is a podcast that’s not only informative but truly resonates with the audience. Working with them felt like having a trusted partner in every step of the process."

Portrait of a middle-aged man with gray hair and glasses wearing a light gray collared shirt.

Dr. Tomas Buchhorn

CEO of Vital Care

Marici

Strategic Foundations

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Branding and Design

Production

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