Background
Cloudfold is a tea estate in Fujian that finishes five teas with neighbouring farms—Tieguanyin, Wuyi rock tea, Silver Needle, Lapsang souchong and jasmine pearls—sold by the kilo to cafés, tea bars and restaurants.
Challenge
Café owners already receive a stream of supplier catalogues; one more rarely gets read. The estate needed a format people would actually read, while still covering the teas, specs and prices.
Our Role
- Content Strategy
- Web Design
- Frontend Development
Solution
The whole site is written as a spring-harvest letter: letterhead, dateline, body and a “P.S. Ask for a tasting box.” Estate and brewing photos sit like prints tucked into the envelope, the five teas are gathered under “What’s in the box,” and the price list comes as an enclosure.
The reading pace of a letter
A single serif column with generous leading opens on “the hillside smells of bruised leaves,” so a wholesale page reads like correspondence.
Five teas, one list
Each tea notes origin, process and how it serves best—recommended in the estate’s own words rather than scores or stars.
A tasting box as the conversion
The postscript makes one request—order a tasting box—turning a purchasing decision into a low-cost tasting.
Frequently asked questions
The questions we’re asked most about this project’s design choices and delivery.
Why write a wholesale site as a letter?
Café owners get supplier catalogues every day; one more rarely gets read. A spring-harvest letter that opens on “the hillside smells of bruised leaves” gives a wholesale page a reason to be read to the end.
Why no scores or stars for the five teas?
Scores and stars are a marketplace’s language, not an estate’s. Each tea notes origin, process and how it serves best, recommended in the estate’s own words—more useful to professional buyers, and more like a supplier worth working with long term.
Why only one call to action?
The postscript makes one request: order a tasting box. For a café, tasting before deciding is the natural way to buy, and turning the decision into a low-cost tasting sets the bar far lower than asking for an order.
How is a content-led wholesale site usually built?
Text-led sites like this are usually statically generated, with the client updating the letter and price list in a CMS and the tasting-box form feeding email or a CRM. The site is small, so copy to launch typically takes 3 to 4 weeks.
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