THEME
LOEYTEA is a brand developed in the 8th year of Clayton Tea, representing a range of products shaped by the trials and challenges we’ve faced over the past years.
As the MODIALOC brand became increasingly challenging to use, we embarked on a journey to find a new name. Over several months of development, the key difference this time was the careful scrutiny and collaboration with lawyers. The most challenging aspect was the prevalence of pre-registered words and expressions in the rapidly advancing online business landscape.
After developing and canceling numerous samples, we ultimately turned back to memories and recollections. We revisited a Bible verse that has always adorned David’s wall, coming from the content of Deuteronomy 11, stating that the place you are returning to is a different, blessed land. It was a passage heard one night sitting in the corner of the church in our hometown, having returned after losing everything. It became a source of great courage and remains a verse we often reflect upon. The theme of Deuteronomy is “Love & Obey God.” The overarching theme throughout the Bible is to love God and love your neighbor. Because it encapsulates the memory of our foundational beginnings and the love for our customers, we decided on the name LOEYTEA, a name that resonates deeply with us.
Regarding products, there were many sketches. We didn’t feel the need to insist on pulp tea bags as many brands worldwide already offer them.
We decided to focus on our roots, the gallery, and art. Eliminating plastic packaging was a deliberate choice to express the purity we hold dear. Naturally, we gravitated toward ‘Modernism’, settling on aluminum, a simple color scheme, and a specific product labeling approach.
Another crucial aspect is that our products are meant to be a ‘gift’ to our customers, providing joy in their daily lives.
LOEYTEA marks a new beginning, built upon our experiences to eliminate the unnecessary and embark on new endeavors.
CASE TIMELINE
2024
BRAND
LOEYTEA | Tea Brand Group
