Behind The Design: Recreation Line
Our behind the design series is a closer look at design elements that make up Tala. From packaging to merchandise to party themes, explore the who, when, why and how to the what you know and love.
Just before the holidays, we launched our Recreation Line, a compilation of merchandise centered around fun and adventure. I sat down with Keith, Tala Co-Owner, who heads up all of our product and merch design, to talk about the inspiration and process behind this lineup.
What is the recreation Line?
The Recreation Line, or Rec Line, as we’ve taken to calling it, is made up of a few key items: the enamel mug (aka the classic fireside vessel), an adventure-ready t-shirt, a cozy sweatshirt, and two nylon vintage hats.
Beginning with the enamel mug
The whole line began with the enamel mug. We’ve only ever had one enamel mug before, years ago, and we all felt it was high time to bring it back. Enamel mugs themselves just scream outdoor adventures, so the medium heavily informed the design direction for this and—consequently—the whole line.
Keith noted that when undergoing a new lineup like this, he tries to start with the most complicated product or the product that has the most unique elements. In this case, the enamel mugs with their panoramic print made it the go-to starting place. Once that design was complete, it was easier to pull various elements to create different items within the lineup.
Then v. Now
Our previous enamel mug, which we launched a few years back, boasts a different—although still adventure-forward—aesthetic. Our current enamel mug exemplifies a more playful and whimsical design, for a fresh and different take on the outdoorsy vessel.
Whimsical and Fun
Although the medium informed the aesthetic heavily, you can definitely tell that Keith went a different direction with the “adventure” vibes than the last time we did an enamel mug. Where before we had linework, a compass, and a sunrise scene, we now have bubble letters and whimsical clouds. “Whenever I start a new project I literally call the file ‘____ play,’ and that’s exactly how I begin—I just start playing with the design and have fun with it. In this particular project that really came through all the way to the end,” Keith shared as we discussed his process in coming up with the design. “The letters are actually our go-to font, just with the stroke blown up and the corners all the way rounded. It is just an exaggerated, almost goofy take on our regular branding”.
Designing Apparel
“After the mug was dialed, the rest just came easily.” As always, one of the hardest parts was just determining colors. There were so many awesome colorways to choose from for each of these products that it ultimately just came down to a vote. “With a lineup like this, it’s always important that things match but aren’t necessarily match-y. I think the color combination we landed on was really solid,” Keith explained.
Keith shares a screenshot of his design process file for a behind-the-scenes look at the design “play” in action.
TCR Icon
A close observer will notice the “TCR” icon at the bottom of the hats and shirts. I asked Keith what his intention was with carrying this element across this and other pieces we’ve had: “One of the challenging things about our logo—to my own demise—is that it is really complicated. It’s so detailed that it is impossible to shrink down while retaining its shape at all. A while back, I created this simple icon to serve as a kind of secondary logo that can be more easily placed in a design. I especially love these on the side of the hats.”
What’s Your Favorite Piece?
“I definitely made the cream hat very selfishly. I have a nylon cream hat from another company, and I took that as the inspiration for this one. I love the fit and texture of these hats, and especially the simple black text on the cream hat.”
Joanna Tong
Joanna is one of the owners here at Tala, heading up Operations and Strategy. Born and raised in Minnesota, she moved to Illinois in 2014 with no intention of staying long-term until the idea of Tala came to light. When not in the office or the cafe, you can find her in a forest preserve enjoying the outdoors or at home hanging out with her cat.
