A style study — not a real store, not affiliated with Calvin Klein · more
Draft — 3 of 34 teas designed in this style. Ask us to finish it
Calvin Klein tea study

Chinese tea · one black band

The band runs straight through the tea

Thirty-four Chinese teas shot at eye level against graphite, each crossed by a printed elastic band. The band never moves aside for the leaf.

A low mound of golden-bud shu pu-erh on grey stone behind a black elastic band printed with a repeated wordmark

Seven categories, one waistband

3 teas · 3 categories

Why a printed band cuts across every photograph

This visual language works with two things only: a black band with a name on it, and a body photographed close. Put a tea in it and the band becomes a horizon line — the leaf sits behind it, the stone below it, and the eye is forced to read the pile from the side instead of from above. Side light is the honest test for a rolled leaf, because it shows the twist, the gold tips and the dust in the same frame. The type never gets bigger than the band it is printed on, which keeps the name a label and not a slogan. Captions are set small and tracked wide so the origin and the grade read as service copy. The palette stops at black, white and graphite, so the only colour on the page comes from the tea itself.