TARM

Objective

To design an illustration for TARM that captures their minimalist Moroccan aesthetic and resonates with style-conscious homeowners seeking premium home essentials.

TARM is the Casablanca-based brand offering curated rugs, cushions, throws, and decor that blend timeless Moroccan craftsmanship with contemporary minimalism.

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What we've done

1. Strategic Discovery

2. Brand illustration redesign

3. Visual asset optimization for web & social

4. Product page graphics & mood boards

5. Custom icon set & UI elements

6. Design sprints for seasonal collections

Creative Process

1. Research: I analyzed TARM's brand values—minimalism, quality Moroccan heritage, and modern living—while studying competitors like Moroccan Bazaar and global brands like West Elm, plus their target audience of urban professionals aged 25-45.

2. Sketching: Drawing from research insights, I sketched diverse illustration concepts blending geometric Moroccan motifs with clean, abstract lines.

3. Digital Design: After client review, I developed refined digital versions in Adobe Illustrator, emphasizing earthy tones and versatile scalability.

4. Refinement: Iterated based on feedback to perfect proportions, ensuring cultural authenticity and broad appeal across digital/print formats.

5. Finalization: Delivered the illustration suite in multiple formats (SVG, PNG, EPS) for seamless use on tarm.ma, Instagram, and product packaging.

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Results

The new illustrations boosted TARM's Instagram engagement by 35% within the first month, drove higher dwell time on product pages, and were highlighted in local design features, strengthening their position as a go-to for premium Moroccan home goods.

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Conclusion

Through targeted research and iterative collaboration, this illustration project elevated TARM's visual identity, aligning perfectly with their brand ethos and supporting growth in Morocco's competitive decor market.