PRODUCT _ CATALOGS

TEA COLLECTION _ FALL IN LOVE

As a web-based business, catalogs are an important selling tool for Tea Collection, a children’s clothing company. Although Tea has one brick-and-mortar store and sells some styles in boutiques and department stores, many of their customers make all their Tea purchases online. So the catalogs serve not only as a means of introducing people to each new line, but also are hugely important in communicating details about fabric, durability, style, and value.

During my four years at Tea, I wrote between eight and 12 full-length catalogs each year. The process began with meeting first with product design to learn about the clothing and note any special fabrics or features. Then I would align with my marketing partners to get details on promotions and seasonal messaging. The final step before I began writing was meeting with my creative partners in design to talk about the theme of each catalog and photo shoot so the copy could bring everything together.

Tea Collection clothing is inspired by the art and stories of other countries. During my tenure as Tea’s Copy Director, I wrote catalogs for our collections from China, Morocco, Germany, India, Bolivia, Argentina, Italy, Japan, and Australia. Here are just a few spreads from some of those catalogs…

TEA COLLECTION _ BEHIND THE SCENES

For a company that makes its own product, telling the story of that process can be a powerful selling tool. We found multiple ways to share our creative process with Tea customers, highlighting our unique product story in catalogs, and answering customer’s questions about ethical sourcing on our website.

 DANDELION CHOCOLATE _ GIVE IT AWAY

As the most important selling season of the year approached, small-batch San Francisco chocolate factory Dandelion Chocolate needed help producing their holiday catalog. I edited and word-smithed all copy for their 45-page 2017 corporate catalog.