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Marla Aaron

“Functional Maximalism; a story of beauty”

A decadent retreat into a private world of fantasy – a world where art does have to do with the everyday utilitarian objects, certain objects that serve a purpose should be able to be called art.

– Oscar Wilde meets Adolf Loos for tea.

A contradictory universe: ornamental and utilitarian, getting closer to the boundaries between functionality and beauty.

Our creative concept behind the brand development for Marla Aaron was based on a functional Maximalism – a story of beauty – inspired by her own approach to jewellery design.

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Marla’s roots are based on the detail of function. A solid and quotidian inspiration borrowed from the hardware stores in New York City, translating those forms into beautiful jewellery and statement pieces.

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The logo mark is a result of the union of pieces, concepts and connections – Brancusi's The Kiss, for example, was a clear starting point. Through this visual language we manage to translate a certain decor and maximalism into the almost mundane and ubiquitous world of tools and practical objects.

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In order to support the branding system we developed a series of patterns that take cue from the shapes of Marla's jewellery, stating how true beauty comes from a basic form, simple as it may be, but which can be interpreted into a much more intricate aesthetic. There is also an element of psychedelia, inspired on some of the pieces which are made from superimposing layers of car paint.

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Marla's brand was always meant to be rebelius and sophisticated, so through the graphic identity we managed to find our perfect visual balance.

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