January 28, 2024

Marici

Section 1: The Vision

Project Name: Marici

Client Name: Theresa Tritschler

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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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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Section 3: The Outcome

Measuring Our Success

How it Went:

The Marici project has been a resounding success, establishing Marici as a presence in luxury Pashmina scarves. The comprehensive approach, from strategic conceptualization to meticulous execution, has resulted in a strong brand presence that resonates deeply with its target audience.

The feedback has been overwhelmingly positive, with customers appreciating the quality, authenticity, and ethical values embodied in Marici’s products. The professional production quality and thoughtful brand storytelling have set a new standard for luxury fashion branding. The marketing efforts have effectively expanded Marici’s reach, attracting a discerning and loyal customer base.

This project exemplifies our commitment to holistic branding and production, showcasing our ability to deliver a fully integrated solution that encompasses every aspect of a client’s vision and goals. The Marici: Timeless Elegance in Pashmina stands as a testament to the power of combining strategic planning with creative execution to create a brand that truly resonates.

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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."

Dr. Tomas Buchhorn

CEO of Vital Care

Marici

Strategic Foundations

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Branding and Design

Production

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