Blog – LOEYTEA

06 May, 2024

LOEYTEA IN ASSAM

I went to India in April 2024. It’s been 8 years since I started TEA company named Clayton. Considering that most well-known companies have been around for 30 or 100 years, we’re still a newcomer, but the journey hasn’t been easy so far.

The first and most difficult thing was finding good suppliers and partners. We had to set up factories and import tea bag machines while progressing simultaneously.

Currently, our partners are mainly Sri Lanka, India, China, and Germany. Sri Lanka and India for black tea, China for Chinese tea, and Germany for various herbal refining companies. The tea brands are connected with companies from various countries. It’s such a large-scale industry, moving in bulk from vast plantations.

To build steady trust in taste, we had to start from the beginning with history and scale. Currently, our partner is one of leading exporter within India, holding five plantations in Assam and adding one more in 2022, totaling six. Plantations refer to both tea fields and refining factories. For our brands, Breakfast blend, Assam, and Assam CTC, we directly cultivate without going through auctions, importing only an appropriate amount for the current year.

The distribution of most Indian teas, like in Sri Lanka, is mostly done through auctions, similar to other agricultural products, domestically and internationally. Each company takes quantities after tasting as per their requirements. In the case of Darjeeling, large-scale cultivation in mountainous areas is difficult, so we purchase the required quantity from auctions. All Indian teas are handled by a taster with 22 years of experience from the beginning.

During my visit to India for various discussions on black tea, this is a record of visiting the mentioned sixth plantation with the manager. For overseas sales, we’re engaging in activities like trademark applications for LOEYTEA, participating in exhibitions, etc. Building a YouTube channel and an Amazon store are also part of it. I wanted to upload meaningful content on YouTube, so I included a field trip. (I briefly worked as a documentary PD a long time ago.)

I captured the manufacturing process of black tea and scenes from the tea fields. They were truly beautiful and pure landscapes and people.

It’s all thanks to our customers who consistently choose and love us. Thank you.

by loeytea

100,000 comments – Flavor, Beauty, and Price

12 April, 2024

Our journey began with the foundational years, where we forged partnerships with suppliers, shaped the essence of our company, and focused on establishing our manufacturing capabilities. During this time, approximately six years were dedicated to bringing our products to market.

We are immensely thankful for the steady support from consumers who have consistently chosen our products. Over the span of six years, we have sold around 100,000 units of consumer sampler products and received an equal number of customer comments. Continuously pondering on the direction forward, we hold customer feedback as the utmost indicator of our path.

Among the 100,000 comments left by our customers, several keywords resonated – sophistication, beauty, suitability for gifting, affordability, emotional appeal, uniqueness, and deliciousness.

From these insights, it appears our customers are guiding us towards three pivotal elements for our future endeavors: Flavor, Beauty, and Price. In an era of constant change, we are committed to upholding these values.

by loeytea

2024 World Tea Exhibition, Las Vegas, USA

25 March, 2024

We recently participated in the 2024 World Tea Exhibition in Las Vegas, which offered an excellent opportunity for emerging brands like ours to connect with a variety of consumers and industry professionals in the US.

During the event, we showcased prototypes of our existing products, and the response from visitors was overwhelmingly positive. Encouraged by this feedback, we’re preparing to launch an Amazon Store to better serve the needs of our international customers.

One of the highlights was the chance to interact with neighboring booths from India, Sri Lanka, and South Africa. These connections blossomed into valuable friendships, and we’re even planning a trip to India in April to meet with our existing partners and explore collaboration opportunities with our new friends for crafting our masala chai.

We’re thankful to all the visitors who showed interest in our offerings during the exhibition. Looking forward, we have ambitious plans for future exhibitions. While we’re considering having a booth at the 2025 event in Japan, we’re also exploring opportunities in other Western countries like SIAL or even considering returning to Las Vegas.

by loeytea

LOEY’s Earl Grey

06 March, 2024

Hello, I’m David, the founder. When it comes to Earl Grey, I have to talk about the story that marks the very beginning. I spent my twenties exploring three different paths: fashion design, band vocals, and documentary production. In my early thirties, I entered the food industry, starting in Eastern Europe, moving to Australia, and returning to Korea. I managed international food brands in Korea for a significant period. Throughout my life journey, I traveled extensively, visited numerous places, and met many people.

Approaching the latter part of my thirties, I finally embarked on the business I had been preparing for a long time. I secured a small office space—a place with nothing, extremely small and cold. Choosing tea from the diverse forms of food was due to its universal appeal worldwide. If I were to create a tea company, the most crucial element would be Earl Grey.

Having enjoyed tea during my travels, it was essential to have a unique, high-quality, yet typical Earl Grey. To achieve this, I conducted extensive research and traveled extensively. I believed that starting would be challenging if we couldn’t offer a good Earl Grey.

Tea was a field unfamiliar to me, and there were no acquaintances or known companies. It was a challenging environment compared to existing companies. However, I was a well-trained, familiar person starting with nothing. Starting without knowledge might require paying tuition through trial and error, but the advantage was having no preconceptions.

Above all, we aimed for our Earl Grey to be smooth. Not too intense, with a softness and a distinctive scent beyond just bergamot, distinguishing it from other brands and being memorable. So, I sought Sri Lankan tea and wanted a partner who could handle substantial quantities for the future. Tea is a collaborative industry worldwide, where major origins mix and products traverse the globe like one body. However, even in my thoughts, it seemed impossible.

During various trials, I visited a food exhibition, not specifically for tea. There, I encountered a booth of a Sri Lankan tea company. The exhibition wasn’t tea-focused, and they seemed to have little to do. I greeted them, shared my background, preparation process, and future plans. They were one of the top companies there at the request of the Sri Lanka Tea Board. Later, I found out that they had come to that place only once. I was deeply impressed by their humble and sincere attitude and the quality of their tea.

After several journeys to Sri Lanka, they dedicated efforts to create the Earl Grey I desired. The scent of Earl Grey we have today, emitting a silent sigh when the lid is opened, was finally completed. Clayton Tea’s unique Earl Grey. Now, we’re ready to start. I had the confidence to begin. Despite ongoing challenges, those joyous moments propel us forward.

Every Earl Grey product from Clayton Tea company features the same tea leaf, and LOEY follows the same principle. This is the story of how we crafted our Earl Grey. When I inhale the aroma, it takes me back to those days, evoking not just a delightful flavor but cherished memories as well.

by loeytea

Our Commitment to Sustainable Practices in Tea Packaging

Observing the plight of polar bears dwindling due to melting ice, witnessing the annual temperature shifts, and making efforts for the environment are now considered natural for everyone. Simple actions in our daily lives can make a significant impact. Choosing not to use one or two items that won’t decompose, whether it’s ten people, a hundred people, or even 1% of the population of each country, can lead to substantial change.

In our tea business, sensitivity to storage conditions and humidity led us to use sealed packaging, often in the form of plastic bags. One effort we made was to eliminate a machine—one that individually wrapped each tea bag in a plastic pouch. While every production day may not be perfect, sometimes, many plastic wrappings end up as waste. Even products produced normally can be torn open by customers and eventually accumulate somewhere. We got rid of that packaging method.

Of course, complete freedom from plastic bags may not be achievable. Though we explored paper-based bags, we couldn’t find a perfect solution that guaranteed shelf life. Efforts to place multiple tea bags in one bag, minimizing printing, and using filters made of PLA (corn-based) have become routine. It’s not entirely corn, but it’s undoubtedly a better choice than nylon.

Launching LOEY TEA, we spent a long time contemplating the packaging type. To maintain consistency with our existing business identity, we kept the blue color while aiming to create a sustainable form for the future. Thus, we opted for aluminum with minimal labeling—a sealed aluminum cap. Its design embodies a modern texture and form, reflecting our intentions toward contemporary individuals.

While using PE Pack for the bag, we also commit to minimizing printing or diverse usage. If a better option arises, we’ll gladly make the switch. Although there are large aluminum cans available, the issues of deformation during transport and potential price increases due to rising packaging costs may arise. The key point is not to linger on environmental concerns in documentaries but to execute what can be done now.

by loeytea

The Art of Brewing: A Comprehensive Tea Brewing Guide

Brewing the perfect cup of tea is an art that combines precision, patience, and a genuine appreciation for the leaf. Whether you’re a seasoned tea enthusiast or just starting your tea journey, this comprehensive guide will walk you through the essential steps to brew the perfect cup every time.

Choose Quality Tea:
The foundation of a great cup of tea lies in the quality of the leaves. Opt for loose-leaf teas or high-quality tea bags for a more authentic and nuanced flavor profile. Explore different varieties such as green, black, white, oolong, and herbal teas to discover your preferences.
Measure the Tea:
The right tea-to-water ratio is crucial for a balanced and flavorful brew. As a general rule of thumb, use one teaspoon of loose tea leaves per 8 ounces of water. Adjust the amount based on your taste preferences and the type of tea you’re brewing.
Choose the Right Water:
The water you use can significantly impact the taste of your tea. Use fresh, filtered water for the best results. Avoid using water that has been sitting for too long or has a strong taste of minerals, as it can alter the delicate flavors of the tea.
Water Temperature Matters:
Different types of tea require specific water temperatures for optimal brewing. Here’s a quick guide:

Green Tea: 175-185°F (80-85°C)
Black Tea: 200-212°F (93-100°C)
Oolong Tea: 185-205°F (85-96°C)
White Tea: 160-185°F (71-85°C)
Herbal Tea: 212°F (100°C)

Preheat Your Teaware:
Warm your teapot, teacup, or teapot with a splash of hot water before adding the tea leaves. This ensures a more even brewing temperature and enhances the overall flavor extraction.
Brewing Time:
The steeping time varies depending on the type of tea:

Green Tea: 2-3 minutes
Black Tea: 3-4 minutes (Remove tea leaves or teabag after 3-4 minutes to avoid excessive tannin extraction, which can lead to a bitter taste)
Oolong Tea: 4-7 minutes
White Tea: 4-5 minutes
Herbal Tea: 5-7 minutes Experiment with different steeping times to find the perfect balance between strength and flavor.

Strain or Remove Tea Leaves:
Once the brewing time is complete, strain the tea leaves or remove the tea bag to prevent over-steeping, which can result in a bitter taste.
Savor the Moment:
Pour yourself a cup, take a moment to appreciate the aroma, and savor the flavors. Whether you enjoy it plain or with a touch of honey, lemon, or milk, make it a ritual that brings joy and relaxation to your day.

Conclusion:

Brewing the perfect cup of tea is a delightful experience that allows you to connect with the rich traditions and diverse flavors of this ancient beverage. Use this guide as a starting point, and don’t hesitate to explore and customize the brewing process to suit your personal preferences. May every cup bring you warmth, comfort, and a moment of bliss. Cheers to the art of tea brewing!

by loeytea

Our Design Philosophy:

22 February, 2024

C from CMYK:

LOEYTEA encapsulates the purity and elegance of tea through the beauty of monochrome. Cyan Blue represents the “C” in CMYK, the foundational color in printing. Our philosophy prioritizes the basics, aiming to implement a consistent color anywhere, reflecting our commitment to simplicity.

Environmentally Conscious Choices:

Our packaging reflects our commitment to the environment, using uncoated paper, aluminum, and eco-friendly tea bags. While we acknowledge the limitations that necessitate the use of PE Pack for food safety, we are committed to choosing a better alternative if it emerges. For those pursuing a sustainable lifestyle, LOEYTEA stands as a superior choice.

Logo:

The LOEYTEA logo draws inspiration from the memories shared with the consumers who have been with us from the beginning, gifting and choosing us as a present. Like a ribbon tying a gift, the typography exudes beauty, embodying our current form. We still aspire to be a gift to you.

Intuitive Expression:

Our mode of expression aims to be straightforward, delivering essential information. A product faithful to the expectations of consumers, offering an intuitive and uncomplicated experience. We seek to provide consumers with a product that aligns with their expectations.

Beauty of Flat Design:

Our design journey began with flat surfaces, lines, and typography. Utilizing letters to convey meaning in a design that maximizes simplicity on a flat plane. From the outset, we have pursued intuitive and refined beauty based on flat design principles.

Our design philosophy embraces Modernism. Amidst everything that surrounds the modern individual’s life, as it moves towards something greater, we aspire to be a source of beauty that the contemporary person will love.

by loeytea

Stylish Yet Affordable

21 February, 2024

In the realm of teas, we often encounter products that swing between being either too cheap or excessively pricey. For us, it transcends the mere item; it’s about brand value, the image, and the style it embodies. Luxury items wouldn’t maintain their standing if it were solely about the product itself. Our purchases extend beyond necessity; they’re a reflection of our style.

We’ve observed an influx of products from third countries flooding the market at surprisingly low prices. Frankly, they’re all acquainted, sharing the same teas from identical fields. The differentiating factor lies in how they choose to express it, much like paintings creating distinct moods even with the same brush and materials.

As professionals in international trading, design, and the food industry, we strive for reasonability. While we aim for exceptional value to solidify our position in the market, it’s crucial to us that this value remains accessible. With our arsenal of high-quality teas, innovative design, and style, we aim to be the preferred choice for our consumers. When someone with expertise in the tea industry sees our customers choosing our products, we want them to think, ‘Wow, that’s quite a good one.’

Establishing a system across various countries has been a challenging journey, particularly in the agriculture industry where relationships matter. You can’t merely buy what you need; the supplier wants to know you first.

Our goal is to be a distinctive choice — stylish yet affordable, particularly catering to the younger generation. We’re dedicated to continuous growth, making things right and better. It’s an exciting motto guiding our path forward.

by loeytea

Art in Life

Discover ‘Art in Life’ on Our Products

At the start of our journey, we were making teabags in pouches. One day, we decided to add a little extra as a token of appreciation. Our first souvenir was a pencil, but as we noticed young people decorating their walls with art, we wanted to give them something special for free—a beautiful postcard with paintings on it.

A Gift of Artistry: The Gallery Concept Tea Sampler

The warm reception of our postcards motivated us to introduce the Gallery Concept Tea Sampler—a remarkable gift set. We recognized that many tea products were priced beyond the reach of young consumers, and so we set out to change that. Our gift sets feature thick, premium paper with exquisite teas sourced from trusted suppliers with a long history of serving major brands. Then we wanted to make it an affordable price, $10 each.

Spreading Joy: Art in Life Philosophy

Over the years, our product range has expanded, offering different versions of our tea samplers. People continue to enjoy them, proudly gifting them to friends as a symbol of sophistication and premium quality. This journey has not only brought happiness to our customers but has also enriched our own lives. Guided by the spirit of Victoria, we are dedicated to infusing art into the lives of our consumers. ‘Art in Life’ isn’t merely about creating products; it embodies our passion for excellence. We eagerly release new product groups with fresh concepts each year, and we are immensely grateful to everyone who has supported us in this artistic endeavor, enabling us to continue sharing the joy of ‘Art in Life.’

by loeytea

Juice Tea

15 February, 2024

Juice Tea originated from the lifestyle of consumers, much like the inception in Victoria. Victoria, observing consumers who sought to beautify their small spaces, started with the creation of gallery concept tea samplers.

The newly discovered lifestyle emphasized drinking large amounts of water for health, with tea being a preferred choice. We wondered if enhancing the taste and freshness of the water they drink would be appreciated.

Juice, unless freshly squeezed, involves boiling with flavorings, colorings, and edible acids. Consuming excessive amounts of coffee can be taxing on the body for anyone, and drinking too much tea can become monotonous.

Hence, the idea emerged to create fruit tea that more closely resembles juice. To achieve this, we contacted companies renowned for edible flavorings used in juices and cakes. We found reputable companies in Germany, Turkey, Malaysia, and Australia.

The most suitable flavorings for the Juice Tea concept were found in Australian products. Using encapsulation technology, they minimized the use of sugar. Despite reservations due to the negative connotations associated with sugar, we found that the clean aftertaste from the sugar method in Australia was the best choice after extensive sample tastings.

We introduced three flavors – Green Apple, Strawberry, and Lemon – in the Amazon fruit tea category. Among them, Green Apple became the preferred choice for many consumers.

Now, we are launching Juice Tea in capsule tea and pyramid tea bag formats. Steeped strongly and mixed with ice and water or carbonated water, it transforms into a refreshing beverage with a vibrant aroma.

We’ve created an alternative choice – not coffee, not traditional tea, not soda or water – but a new form of beverage. We are eagerly anticipating the response from consumers.

LOEYTEA Love&Obey LOEYTEA embodies the essence of genuine quality tea infused with a spirit of 'gift'.