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, founded by Leigh Rawdon in 2002, was built on a simple but soulful idea: children's clothing as 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 cultural curiosity was always Tea’s north star — but after twenty years, the message had gotten quiet. Our brand refresh wasn’t a reinvention; it was a reawakening. Our brand strategy and refreshed identity guided Tea back to the original spark, reminding a new generation of parents what made the brand special in the first place.

The partnership continued for another year, with Letter A leading photo art direction for seasonal catalogs — including a shoot on location in Kathmandu, Nepal, bringing the brand’s passport-to-the-world promise to life.

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.