The logo of Lewis & Carroll inspired by ancient bible's initial—a letter at the beginning that is larger than the rest of the text. In ancient times, as dusk fell, people lit the candles to read. Initial as it is written with golden ink could help them to recognize the beginning of a chapter because it will be glinted in the dim light.

Just like initial, Lewis & Carroll Tea aspires to illuminate the world by preserving the latest generation which able to think imaginatively.

The direction of brand atmosphere and experience of Lewis & Carroll is arranged specifically for architecture, interior, and product design which espouses the brand identity concept, whilst the color wheel concept represents twelve varieties of artisanal tea. Its various colors stimulates the imagination and inspires high ideals.

Inspired by the artistry of two reputable British writer, Charles Lutwidge Dodgson—better known as Lewis Carroll (1832–1898) with his masterpiece Alice’s Adventure in Wonderland and Clive Staples Lewis—better known as C.S. Lewis (1898–1963) with his masterpiece The Chronicles of Narnia, Lewis & Carroll sets their heart on being the pioneer of a gathering place for tea enthusiast in Indonesia.

The legacy of Lewis Carroll was uphold by C.S. Lewis since he was born in the same year as the year of Lewis Carroll’s death (1898). C.S. Lewis lived on his predecessor’s opus and became a true inspiration for the whole world. They also shared the same fondness for drinking tea, with the renowned quotes “It’s always tea time” and “You can never get a cup of tea large enough or a book long enough to suit me.”

Lewis & Carroll Tea believes in the artisanal spirit of using only the most exceptional ingredients and the most exquisite craftsmanship to create their trademark tea blends, each of which a masterpiece of aromatic attraction and visual artistry.

In pursuit of high quality leaves and ingredients, they source their teas from reputable plantations across Indonesia and abroad in an effort to find that which represents and celebrates all of nature’s beautiful bounty.

In crafting their unique blends, they work with knowledgeable experts whose creativity and passion for taste and technique equal the most gifted artists, musicians, and writers of any age. They blend their tea with cutting edge technology, using the latest in tools and equipments—such as precision scales and specialty heating devices—as well as the finest gourmet ingredients available. The result is a marriage of the exquisite and the exceptional in one sip of their L&C artisanal tea blend.