I used Jamis' book extensively to build this AI tool for generating custom mazes of any shape! https://kamens.com/blog/generating-custom-mazes-with-ai
If you actually want more aesthetic freedom, you can compose with an arbitrary diffeomorphism of the square to itself. But I think that might usually look worse.
† - That is, preserving all angles, including right angles. The terminology stems from the output angles conforming (???) to the input angles.
(most pinch points are gone these days, it just required a lot of edge case hunting)
To have mazes look more human drawn, cells need to be irregular and the inner walls need naturally follow the contours of the outer shape.