Building MADHOUSE by Michael Aram from the ground up.

We led the creation and launch of MADHOUSE by Michael Aram, the brand’s casual dinnerware line, overseeing the project from initial concept through market launch. Our work spanned full product development, including overseas travel to work directly with manufacturing partners and ensure every detail met the brand’s standards.

We developed a unified brand system encompassing identity, logo, color, typography, and material standards, ensuring seamless consistency across packaging, catalog, retail, and digital. The system balanced approachability with refinement—casual and modern, yet clearly rooted in the craftsmanship and design integrity of the Michael Aram master brand. At the heart of the identity was a thumbprint embedded in the logo, symbolizing Michael’s personal touch and the human hand behind every piece. This became a mark of authenticity, linking the scale of production to the intimacy of studio craft.

We also translated Michael’s vision into innovative, ownable product formats, such as sculptural cutlery inspired by twigs and ocean coral. Affordable enough for everyday use yet durable, reusable, and dishwasher safe, it set a new standard for plastic flatware—elevated in form and performance.

Storytelling was integral to the brand. Each collection was anchored in an organic origin story, drawn from natural forms and personal inspiration, and brought to life through naming, packaging copy, and catalog narrative—elevating the product beyond function to design with meaning.

The result was a cohesive, scalable brand that launched with clarity and confidence, carrying Michael Aram’s artistic point of view into an accessible, commercially powerful everyday collection.