refined.

This icon is made from the most basic shapes: round & triangle to represent our way of doing things: refine the basics.
Start with the basic,
master the basic,
then improve the basic!

Phin is the basic in our culture,
robusta is the basic in our culture,
but those are under-rated!

People are curious about new things: new technology, new materials, new methods, etc.
Many of those think that: new is always better, new is cooler, new is superior to things that exist for centuries
a.k.a the culture/the traditional.
We don't think so!

New is cool to us, too.
But New replaces Old?
Hell, no!

Everything happens for a reason.
Things exist because it is suitable. It fits in the environment,
the people, the society where it exists.
We need to respect that factful fact.

So we don't aim to replace our culture.
We strongly believe that our culture is the solid base to fly.

Start there,
learn from the best around the world,
then improve ours!

We approach coffee with the same mindset.
Start with the most basic things in our culture:
Phin & Robusta.

Then we learn from the world-class techniques in farming, roasting, and brewing to refine our coffee.

In farming, we follow the CQI standard of growing, fermenting, and drying to produce the Fine Robusta [less than 0.01% of
our country's coffee production qualifies this standard].

In roasting, it is SCA standard. But we go even further to apply that knowledge to roast the robusta,
which is a different sport to the arabica.

We dare to challenge 03 status-quos:
1A. have to add chemical addictive or blend burned corns/beans
into robusta to have the best flavor.
2A. have to roast very dark: burned and oily for Phin filter.
3A. robusta is boring and cheap.

We make changes to create the new normal, the new standard for our traditional Phin coffee:
1B. roast purely using just the heat and the air.
2B. slow roasting to the medium roast level, no burn, no oil.
3B. robusta can be surprisingly interesting and worth the pay.

In brewing, we create a unique experience for people to appreciate Fine Robusta and Phin to the fullest.