Our Brand
A Story of Love, Harmony, and the Art of Giving through Tea
Taiwan, once called Formosa by early Dutch explorers, means “The Beautiful Island.” It is known worldwide not only for its advanced semiconductor industry but also as the birthplace of bubble tea—a beloved cultural icon that has transcended borders.
In 2019, Echo and Tony, a husband-and-wife duo with roots in Taiwan, co-founded the Li Cha Tea brand and brought it to the United States. Their first store opened in the welcoming city of Walnut Creek, California. Despite launching just before the COVID-19 pandemic, the store flourished with the heartfelt support of the local community, including families, students, and volunteers. Inspired by this warmth, they made it their mission to spread love and harmony through every cup of tea.
What does “Li Cha 禮茶” mean?
In Mandarin, “禮 (Li)” means ritual, courtesy, and respect—core values deeply rooted in East Asian culture. “茶 (Cha)” simply means tea. Together, Li Cha symbolizes much more than just a beverage; it embodies a philosophy: To serve tea with sincerity, gratitude, and grace, and to treat every encounter as a moment of connection. Each cup of Li Cha is a small ceremony of appreciation—a way of offering peace, kindness, and beauty to others.
From Taiwan’s Mountains to the World
To build the brand from the ground up, the Li Cha founding team personally visited over 100 tea gardens across Taiwan—tasting more than 500 teas from century-old estates and artisan farmers in Taipei, Sanxia, Nantou, Sun Moon Lake, Alishan, and beyond. With a relentless pursuit of excellence, they selected only the finest leaves to ensure every Li Cha drink honors Taiwan’s tea-making heritage. Their belief is simple: “When you insist on doing the right thing with heart, the world will eventually notice.”
A Brand with a Heart
Li Cha Tea is more than just a tea shop—it's a community space where people gather, connect, and share stories. Its motto, “The Way the Community Connects,” reflects the founders’ desire to offer more than just refreshments. Whether you’re a student doing homework, a teacher taking a break, or a traveler discovering a new city, Li Cha offers a moment of comfort and belonging.
As Li Cha grows, it has also become a trusted supplier of premium Taiwanese Boba ingredients and teas, now expanding its franchise services globally. With every new location, the mission stays the same: To spread Taiwan’s authentic tea culture while delivering kindness in every cup.
Brand LOGO
Brand Colors & Design Philosophy｜品牌色彩與設計理念
Inspired by the intricate elegance of traditional Eastern window grilles, Li Cha Tea draws upon the timeless symbols of etiquette, harmony, and cultural continuity found in classical Oriental architecture. These window patterns—often seen in temples, ancestral homes, and teahouses—are more than mere decoration; they represent respect, order, and the connection between people and tradition. Li Cha Tea transforms these symbolic lines into a modern design language. The interwoven structure of the grille motifs reflects our brand’s mission: to bridge the past and present, the East and West, and to blend tradition with innovation.
Color Palette | 品牌主色調
Our brand colors are carefully selected to evoke the warmth and purity of traditional Taiwanese tea:
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Tea Amber (琥珀茶湯) – The golden amber hue of perfectly brewed tea, symbolizing craftsmanship, patience, and authenticity.
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Jade Green (玉茶綠) – Inspired by fresh tea leaves and Taiwan’s lush mountain landscapes, it represents vitality, nature, and purity.
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Charcoal Brown (炭焙茶褐) – Evokes the depth and richness of roasted oolong and ties to the heritage of time-honored tea-making techniques.
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Porcelain White (瓷器白) – Clean and minimal, symbolizing balance, peace, and clarity, like the calm of a serene tea ceremony.
Together, these colors reflect Li Cha Tea’s persistence in quality and its reverence for tea culture. Just like the precise brewing of tea, every design choice is intentional—steeped in meaning, emotion, and respect.
