Tea Collection
Globally inspired style for curious kids
INVIGORATING A BELOVED, LEGACY BRAND
Tea Collection was co-founded by Leigh Rawdon and Emily Meyer in 2002 with a simple but soulful idea: 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 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 made Tea visible to a new generation of parents.
Letter A refined the existing visual system to feel more expressive. We created a playful studio image language built around movement and the energy of kids and reframed the catalog as a travel and culture publication, combining fashion, storytelling and destination-based editorial content.
The partnership continued, with 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
Website Design
Catalog Design + Concept
BRAND COVERAGE
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.
We returned to Tea’s founding belief: travel helps children become more curious, open and connected to the wider world.
