A brand refresh brought to life in a year’s worth of lifestyle photography
After earning The Coffee Bean & Tea Leaf’s trust by creating seasonal go-to-market toolkits, they turned to us to produce a content library to support their new brand look and feel. They wanted to show up authentically with their Gen Z audience. They wanted to be culturally relevant. They wanted to dig back into their Los Angeles origin story. We headed west to make it all happen.
The brief was intentionally loose. CBTL basically had some sketches of what the brand’s new photography style could look like, but wanted our fresh perspective and creativity to bring it to life.
We picked our spots in LA. Found the perfect mix of Gen Z talent. Planned the logistics of the one-day shoot. Made 35mm and digital photography magic. We gave creative life to a brand that was still figuring things out. We were able to deliver a large-scale content library ready for use in their global markets.
Changing locations once in LA is asking for trouble. Three locations in one day is insanity. But when you have a meticulous super producer, a fast-thinking art director, and a visionary photographer, you can cover a lot of ground to capture so much variety.
Feeding the content machine is never-ending work. We were able to add some spark to their ongoing visual storytelling process. It’s scalable, inspiring work that opened up a clear vision of our future together.
