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Videography— Editing— Copywriting— Production— Creative Concepting— Spec Campaigns— St. Louis / Remote— Videography— Editing— Copywriting— Production— Creative Concepting— Spec Campaigns— St. Louis / Remote—

Spec Work — Social Campaign

#ShareYourStash.

A speculative social media campaign for Stash Tea built around community and collection.

Speculative April 2026 Social / Copy
The Insight

In 2025, Stash Tea updated their branding to match a modern design and marketing ethos. The presentation became straightforward, showcasing the main ingredients of the sachet, their wordmark, and the name or flavor of the tea. It became sharper and more efficient. Much like tea itself, it can be easily read, easily chosen, and easily enjoyed.

The Heritage

The Stash Tea website launched in 1995. According to Stash, the site became an "early go-to source for tea knowledge online." In the advent of the worldwide web, Stash took advantage of their reach to share information they believed to be important.

The Strategy

Toward the bottom of the homepage, there is a header that reads, "Find Your Stash." This prompts the user to find stores that carry Stash products located near them. It also gives the user something besides the products they purchase to have. Many, if not all, tea enthusiasts have their own "stash." The stash itself reinforces the need for the product, and the desire to share one's collection.

The Campaign

Where these ideas converge, there is a clear strategy for branding and copy that is seamless and cooperative. This campaign will utilize the idea of sharing to boost social engagement for the brand. Social post mockups featuring #ShareYourStash — designed to drive UGC and community engagement across platforms.

Campaign Mockups

#ShareYourStash
Sachet All Day — English Breakfast Sachet All Day — English Breakfast
Read It and Steep — Moroccan Mint Read It and Steep — Moroccan Mint
Everybody Has One — Chai Spice Everybody Has One — Chai Spice
Mix & Match Mix & Match

Disclaimer  —  This is a speculative portfolio project created solely for demonstration purposes. All campaign concepts, copy, and mockups are original work by Tino Covelli and are not intended for commercial use. Stash Tea branding, product imagery, and trademarks are the property of Stash Tea Company. This project has no affiliation with, endorsement from, or professional relationship with Stash Tea Company in any capacity. No compensation was received.