Perfume-Campaign Macro tea

Chinese tea · cinematic

Perfume-advertising macro, 34 teas

Perfume-advertising macro. The same setup for every tea in the catalogue, so the difference you see is the tea.

A teamotea tin photographed in a cinematic setting: perfume-advertising macro

Seven categories, one setup

34 teas · 7 categories

Green teaGreen tea5 teasOolongOolong14 teasRed tea (hongcha)Red tea (hongcha)6 teasPu-erhPu-erh4 teasWhite teaWhite tea2 teasTea paste (chagao)Tea paste (chagao)2 teasBuckwheat (not a tea)Buckwheat (not a tea)1 tea

Wear

All tees and hoodies →

Wear — Ālǐshān Zhū Lù CháĀlǐshān Zhū Lù CháWear — Bái JiānBái JiānWear — Passion-Fruit OolongPassion-Fruit OolongWear — Raw Pu-erh PasteRaw Pu-erh PasteWear — Ripe Pu-erh PasteRipe Pu-erh PasteWear — Dà Hóng PáoDà Hóng Páo

The setup behind the shelf

Every one of the 34 teas is photographed the same way in this shop: perfume-advertising macro. The frame keeps razor-shallow focus, liquid light, sensual sheen. What changes between teas is the tea, not the treatment — the tin itself carries the difference. The set was built to work as aspirational scent-luxury; desire. Nothing in these frames is a stock photograph: the tin is our own 100 g tin, printed with our own labels, and the tea inside it is the tea being sold. One visual language across a whole catalogue is harder than one striking image, and it is the part that makes a shelf look like a brand.