Tea Collection

Globally inspired style for curious kids

CHALLENGE

Invigorating a beloved legacy brand for kids

Tea Collection was founded in 2002 on the 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. Twenty years in, that cultural curiosity still ran the business, but it had gone quiet. The brand needed to become fresh again to a generation of parents.

SOLUTION

Letter A approached the work as a reawakening rather than a reinvention. We refined the existing visual system to feel more expressive, developed a studio image language built on movement and the energy of kids, and reframed the catalog as a travel and culture publication combining fashion, storytelling and destination-based editorial.

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.

WE DELIVERED

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

BRAND COVERAGE

Fast Company
Tea Makes Friends in Nepal

Tea Collection studio campaign photography featuring children in patterned clothing

Tea Collection catalog design combining fashion and destination storytelling

Tea Collection Kathmandu campaign featuring children in Nepal

Tea Collection website design and globally inspired editorial content

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.

A quote by Anthony Bourdain about travel, written on a dark blue background with orange and light blue text that says, "Travel is about the gorgeous feeling of teetering in the unknown."

“Letter A opened our eyes to the possibility we had with Tea Collection. We thought we were just hiring them for a visual refresh, but what we got back was a point-of-view on everything else. This lens helped us make better brand decisions on everything from product assortment and styling, to catalog content and collaborations.”