We are a team of innovative, impactful content producers with a specialization in all things tea: from articles, web copy and design, stock photography, menu copy, catalogs and related digital and print content. If you’re looking to get more hits on your tea website, more customers in your tea shop or tearoom, or more information into the minds of your tea business’s clients, investors or employees, we’re your go-to source.
Lindsey is a tea fanatic and the founder of Copy & Taste. She has worked in the tea industry as a consultant and writer since 2005. Her areas of expertise include copywriting, staff training, events, branding, organic teas, masala chai, Japanese teas, Indian teas and Taiwanese teas. Lindsey’s client list includes a handful of major U.S. tea retailers / wholesalers, multiple international brands, a range of online tea start-ups, and numerous industry and consumer publications.
Her tea of the moment: Yunnan Red Brick
Elle is the lead designer behind Copy & Taste. She is an art director/illustrator who draws expertise from the ad agency world and brings with her several years of experience with large entertainment and CPG brands. Elle’s portfolio includes clients like Fox, Warner Home Entertainment, Blizzard Entertainment, Folger’s, DIAGEO, Treasury Wine Estate, Sutter Home, and Godiva to name a few.
Her tea of the moment: Teance’s Yellow Gold Orchid
Our most recent addition to the team is Tiffany, who has worked in the tea industry since 2006 and has partnered with Lindsey on several tea projects prior to joining Copy & Taste in 2014. With a background in marketing and communications, she helps tea companies increase sales and engage with customers in the digital world through email campaigns, social media, website management, advertising and more. Tiffany also provides project management, research, writing, and operations support.
Her tea of the moment: Yunnan Gold
Elin comes to the rescue when Copy & Taste gets overloaded with projects. She is a graphic designer, writer and photographer with a marketing twist and has worked in the tea industry since 2006. Check out her work at www.teafolio.com.
Her tea of the moment: Red Blossom’s Organic Snow Peony
WHAT WE DO
Areas of Expertise
Our areas of expertise include:
- Branding through marketing campaigns, press releases, site text, packaging copy and design, logos, etc.
- SEO and measurably improved site stats
- Product descriptions and other web copy, such as blog posts, FAQs and consumer education articles
- Tea tastings and pairings for copywriting purposes, for staff training and for customer events
- Custom tea recipes
- Tea industry news and trends
- Tea menu development for web and brick-and-mortar shops
- Product sourcing from wholesalers, blenders and tea origins
- Digital and print presentation materials for investors, customers and staff training
- Other printed materials, including catalogs, menus and marketing materials
- Events and presentations, including tea tastings, lectures, slideshows, demos and tours
We love working with clients who are passionate about tea. If they offer a unique tea experience, product and / or line, that’s even better! The more of a vision you have for your brand and your company, the more we enjoy working with you to realize that vision. Our ideal clients learn and grow with us. They provide unique writing and design opportunities for outstanding products. We provide stellar creative. Both companies benefit.
Here are a few of our current and previous clients:
- American Tea Room (Los Angeles)
- Art of Tea (Los Angeles)
- Chiki Tea (Kyushu, Japan)
- CRAFTEA (Texas)
- Fresh Cup Magazine (Portland, OR)
- Fusion Teas (Texas)
- Global Tea Hut (Miaoli, Taiwan)
- In Pursuit of Tea (New York / Connecticut)
- Lipton / UNILEVER (US and international offices)
- Samovar Tea Lounge (San Francisco)
- Takashimaya (New York City)
- Takeya USA (Orange County, CA)
- Tea Sage Hut (Miaoli, Taiwan)
- Teance (Berkeley, CA)
- Urbana Tea Spa (Charlotte, North Carolina)
- World Tea Expo (Las Vegas)
How We Taste Tea
A major part of what we do is write copy about tea. In order to do this, Lindsey tastes a lot of tea. Rather than approach it from the angle of a professional tea taster (which involves numerically rating teas based on tannins, acidity, etc.), she views tea the way a wine critic views wine. Here’s Lindsey waxing pretentious on how she tastes tea:
- I eschew spicy and pungent food the day before a tasting. My tastings begin in the morning, when my palate is fresh, my mind is clear and the natural light in my tasting room is at its best.
- For each tea, I bring freshly filtered water to its ideal brewing temperature. Then, I measure each tea’s quantity and brew time and brew with accuracy and precision.
- I taste only two to three teas at a time, focusing on a particular category (such as floral teas or teas from a particular region) as I taste.
- Throughout the tasting process, I strive to understand what makes each tea unique and appealing. This means observing the appearance and aroma of the leaf and liquor, as well as the flavor, mouthfeel and aftertaste of the brew.
- After an initial tasting, I might steep a tea up to five times, add milk or sugar, or see what it’s like iced. It all depends on the particular flavor profile of the tea in question. Depending on the branding of the tea, I may also consider the personality, body effect, and / or pairing / culinary capabilities of the tea.
- I take extensive notes on each tea I taste. To ensure accuracy and precision, I taste no more than a dozen teas in a single day, working from mild to bold as I cup them. For tasting notes on particularly unusual teas, I often recruit additional tasters (usually professionals in the food industry). After tasting teas, I narrow my notes down to the most compelling and relevant details given the target demographic and branding for each project.