Design Development
Frames in the Market
There are a number of peacock frames in the luxury market compared to the other motifs we have done. One brand is already known for using this motif so we made sure that our execution would reflect the Aram brand to differentiate it from what was already existing and at the same time, cross-merchandise well with our current and past offerings.
Ideation
Since the peacock feather was a unique and distinguishable motif, we thought it would be easy to translate this into a frame. However, it did take us a number of iterations before Michael himself was able to crack the code which served as a light bulb moment for me. In his quick sketch, he split the feather across the spine, right under the eye and suddenly it just made sense.
We also take pride that we also put a lot of thought on every detail of the frame. Despite being hardly visible, we also design the back tabs to go with the motif of the frame. I believe this is a small detail that adds a big value to the product.
Final Design Specifications
I drew one corner of the frame including its side profiles, refined them in Photoshop and then completed the composition in Illustrator. More details on the frame were also added on top of the hand drawing such as the tapered spines or inner borders. In showing the side profile, we communicated to the vendor that the frame should have contours and depth so they do not sculpt it flat. The final design of the back tab with dimensions was also included in the specs for sampling
Design, Details & Concepts shown hereon are the exclusive property of Michael Aram Inc. and may not be reproduced or used without written consent of an officer of Michael Aram Inc