A series of seasonal lifestyle campaigns for Coffee Bean & Tea Leaf, blending approachable warmth with elevated brand storytelling across multiple shoots and seasons.
Art Direction + Photography
Overview
I partnered with Coffee Bean & Tea Leaf to create seasonal lifestyle and product photography that reflected the brand’s California roots and approachable sophistication. Initially brought on as a lifestyle photographer, I later took full ownership of the creative process, leading art direction, production, and execution during and after the pandemic. My focus was on maintaining a consistent visual identity across seasons while evolving the brand’s tone to feel modern, fresh, and relatable.
Process
After assuming full creative leadership, I guided each campaign from concept through production — developing moodboards, style guides, shot lists, and location plans that translated brand goals into cohesive visual stories. The creative direction deck (featured below) showcases one example of this process, illustrating the evolution of Coffee Bean & Tea Leaf’s lifestyle campaigns toward more contemporary, aspirational imagery.
Summer Campaign
The Summer campaign focused on light, texture, and a sense of casual indulgence. I developed a visual direction inspired by the golden tones of California afternoons — pairing refreshing drink compositions with lifestyle moments that conveyed relaxation and connection.
Fall and Winter Campaigns
The Fall and Winter campaigns shifted toward cozy, seasonal warmth with an emphasis on comfort and ritual. The imagery featured deeper tones, soft lighting, and tactile details that highlighted Coffee Bean & Tea Leaf’s core values of quality, community, and everyday joy.
Outcome
The refreshed visual direction unified Coffee Bean & Tea Leaf’s lifestyle imagery across multiple seasons, strengthening the brand’s connection to its Southern California roots while evolving its tone for a modern audience. The campaigns brought new energy and cohesion to the brand’s marketing materials, establishing a consistent look that felt warm, authentic, and distinctly Coffee Bean & Tea Leaf.
