Tea Collection

Globally inspired style for curious kids

Cloth print cards with colorful designs and text, including the words 'hello,' 'hat,' and 'hello beautiful world,' some featuring a smiling sun illustration, scattered on a dark surface.

INVIGORATING A BELOVED, LEGACY BRAND

Tea Collection was founded in 2002 with a simple but soulful idea: that children’s clothing could be a passport to the world. Each season, the brand traveled to a new destination, translating the textures, patterns, and stories of global cultures into one-of-a-kind styles for kids.

That spirit of cultural curiosity was always Tea’s north star. Over time, though, the message had gotten a little quiet. Our job wasn’t to reinvent the brand, but to bring that original spark back into focus—reminding their audience what made Tea so special in the first place.

The result was a gentle refocusing—not a rebrand, but a reawakening.

WHAT WE DELIVERED

Brand Strategy + Positioning
Brand Identity + Logo Refresh
Studio Photo Art Direction
Location Photo Art Direction
Site Update + Design
Catalog Design + Concept

Cover of a magazine featuring two young girls in colorful dresses and sneakers, standing confidently with hands on hips, with the word 'tea' in yellow across the center and a border with colorful patterns.

Tea's promotional tags with a yellow string on a peach-colored background, including a round blue tag with a sun face and the words 'Spring Summer 2020' and a rectangular white tag with a quote about creating inspired products.

A collage of various children's photos and graphic designs, including kids playing, posing, and engaging in activities, with colorful backgrounds and text elements related to summer, curiosity, and new collections.

A card with a dark background and white stars, containing text about global childhood curiosity and appreciation for cultural differences.

Young girl with red hair, green eyes, wearing a pink and white shirt with a unicorn and rainbow design, standing against a wooden background.

A young girl with curly hair dancing against a dark background, wearing a light-colored dress with blue horse patterns, yellow sneakers, and colorful necklaces.

A young boy with curly hair, wearing a turquoise shirt with a bicycle graphic, holding orange straps of a backpack, standing against a beige backdrop, surrounded by a decorative border with blue and purple dachshund patterns.

Three fashion magazine covers featuring girls and their clothing, with colorful backgrounds and text promoting children's clothing collections.

A children's magazine cover featuring a girl with dark hair, wearing a green sweater with a colorful patterned collar, looking upward with her hands resting on her head, against a green background. The word "tea" is written in yellow in the top left corner, and the subtitle states "Globally Inspired Style for Curious Kids."

A promotional poster for a trip to the Himalayas in Nepal, featuring the word 'tea' at the top, a colorful floral border, and encouraging adventure with a 'Let's Go!' button.

Reestablishing Tea’s connection to travel and exploration, required shooting campaigns and content on location. That meant we had to pack it up and produce a shoot in Kathmandu, Nepal! We worked with local Nepali children and American children living abroad to give us a glimpse into being a kid living in Nepal.