Branding, Art Direction

Marite

A speculative rebranding project for Marithé + François Girbaud. Originally founded in France, the brand later sold part of its trademark rights to South Korea following financial difficulties. Although both operate under the same brand name, they target different audiences and present inconsistent visual identities. This project reorganizes and reinterprets these fragmented brand identities into a unified branding system. All images and videos used in the project were created with AI.