Celestial Seasonings x Build-A-Bear
Adulting is hard. So, stuff a bear and drink some tea.
Studies show that Gen Z is the most anxious generation AND the most nostalgic generation. Celestial Seasonings and Build-A-Bear teamed up in a pop-up where stressed young adults can write letters to their younger selves, seal them in tea bag-shaped pouches, and stuff them inside Build-A-Bear companions while sampling calming teas. They leave with a tangible reminder that taking care of yourself isn't childish, it's essential.
Adulting is hard. So, stuff a bear and drink some tea.
Studies show that Gen Z is the most anxious generation AND the most nostalgic generation. Celestial Seasonings and Build-A-Bear teamed up in a pop-up where stressed young adults can write letters to their younger selves, seal them in tea bag-shaped pouches, and stuff them inside Build-A-Bear companions while sampling calming teas. They leave with a tangible reminder that taking care of yourself isn't childish, it's essential.
Role: Art Director & Designer
Spec Project
Role: Art Director & Designer
Spec Project
1 - Meet Your Bear
1 - Meet Your Bear
Choose the animal that speaks to you, each one inspired by the animals on your favorite Celestial boxes.
Choose the animal that speaks to you, each one inspired by the animals on your favorite Celestial boxes.
2 - "Dear Me" Letters
2 - "Dear Me" Letters
Write a letter to your younger self. The words you needed to hear then, written by the person you are now.
Write a letter to your younger self. The words you needed to hear then, written by the person you are now.
3 - Tuck & Sew
3 - Tuck & Sew
Seal your letter inside a Celestial Seasonings tea bag pouch. Our staff sews it into your bear, so your message can stay with you forever.
Inspired by the iconic Build-A-Bear hearts placed in their bears by customers.
Seal your letter inside a Celestial Seasonings tea bag pouch. Our staff sews it into your bear, so your message can stay with you forever.
Inspired by the iconic Build-A-Bear hearts placed in their bears by customers.
4 - Sip & Sample
4 - Sip & Sample
Explore the Celestial Seasonings lineup and find your new bedtime ritual.
Boxes purchased at the activation will feature unique, encouraging messages that are revealed when the box is opened.
Explore the Celestial Seasonings lineup and find your new bedtime ritual.
Boxes purchased at the activation will feature unique, encouraging messages that are revealed when the box is opened.
1 - Meet Your Bear
Choose the animal that speaks to you, each one inspired by the animals on your favorite Celestial boxes.
2 - "Dear Me" Letters
Write a letter to your younger self. The words you needed to hear then, written by the person you are now.
3 - Tuck & Sew
Seal your letter inside a Celestial Seasonings tea bag pouch. Our staff sews it into your bear, so your message can stay with you forever.
Inspired by the iconic Build-A-Bear hearts placed in their bears by customers.
4 - Sip & Sample
Explore the Celestial Seasonings lineup and find your new bedtime ritual.
Boxes purchased at the activation will feature unique, encouraging messages that are revealed when the box is opened.