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BRANDING
PROFILE
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KengTung BRIEF
LAND OF A THOUSAND FACES

KengTong or Kyaing Tong is a town of

scenic beauty, and is a home of a variety of
colorful ethnic tribes. The town is at the far
east of Shan State at approx. 3000 ft sea
level, and can conveniently be reached by
car or air. Located at the heart of Golden
Triangle area where the borders of Myanmar,
Laos and Thailand meet.
The region categorizes it’s population into
several ethnic groups such as Gon Shan, Tai
Khun, Tai Nuea, Akha, Akhu, Ann, LaHuShi,
LiShaw and more .
Shan & hill-tribe residents migrated to the
land ever since. A thick terra rossa soil cover
supports crop cultivation, plus a glimpse of
how local farm workers & ethnic people live
and work will attract you to come back
again.
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AkhaPeople
COLORFUL
Wandered from the mainland China in the early 20th
century, Akha tribe resettles in both Myanmar and Laos’s
border. Since they can survive through slash-and-burn
agriculture, they live among the mountainsides by
developing a unique famine, emphasising on soybeans,
rice, rubber, various seasonal crops and of course, coffee.
BEAUTY
The cuffs of their clothes are often adorned with shiny
pieces of metal sewn into it. They constantly wear their
headdresses at home, when working in the fields, and even
when sleeping. The design of the headdress may vary from
one Akha village to another. The most prominent difference
in design is the shape of a small board at the back of the
head which could be square, round, or triangular, or could
be a round loop which is worn, in limited numbers.
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AkhaPattern
THE COMBINATION

The patterns of embroidery and appliqué on mens and Their dresses and ornaments signify their agricultural life
women’s jackets is unique for each Akha subgroups. All and work on the terraced fields. Embroidery and silver
people dress themselves in black, which they believe that ornaments on their clothes stand for the terraced fields
when the headdress is removed, they become vulnerable to which go layers upon layers. \=/ mean water.
misfortunes brought upon by evil spirits.
The combination has much to do with their history,
aesthetics, stage of social development, living environment
as well as life style.
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COFFEE IN M YA N M A R

Arabica has been grown exclusively in

many regions including highland
Mandalay, Shan, Karen, and Kayah
states. Statistics recorded the coverage
of coffee farming in each region as 5000,
27000, 10000 and 2000 acres
respectively. Due to foreign imports, the
productivity for local coffee has become
a variable number each and every year
onwards since 2014. Our main exports
are Malaysia, Singapore and South
Korea with a price of USD 0.85-1.06 per
British Pound.

#A
Local farmer cupped coffee seeds in his hand during
harvest.
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STORY OF JADAE

Jadae Akha Coffee Group started

everything with 21 independent local
farmers. They firm and work on their
own lands Inheriting their ancestors’
legacy, in the deliberate thought of
communal development for local coffee
market as well as ethnic groups.
Although the coffee is titled and
referred to a specific wording and
source, Jadae focuses on promoting
not only Akha but also other ethnic
tribes residing and farming among the
Keng Tung region.
Their main purpose is to help improving
livelihoods and lives of local farmers
and providing employment
opportunities for local women and
youths, contributing towards local

#O
To improve livelihoods and lives of local farmers and
education and development.

providing employment opportunities.

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STORY OF JADAE

Jadae, a beautiful word of Akha

language, can literally be defined as ‘a
good place’ aka ‘a land of victory’ aka
‘land of grace’, and the folks believe as
a myth that the high ground (the virgin
soil) itself is rich and fertile for any kind
of plants.
Height above sea level 4000 feet,
Jadae Akha Coffee Farm is
located at Upper Pann Lawt, Keng
Tong, Eastern Shan state which is 11
miles from Keng Tong downtown where
local ethnic farmers handpick to
produce pure organic coffee with
loves.
Jadae Akha Farm was established
since 1994. During the initial founding,
the farm began the cycles by growing

#J various types of crops including apricot,

mango, pear and tea.
In early 2012, they started farming
coffee with around 30,000 plants in 30
Jadae, a beautiful word of Akha language, can literally acres.
be define as a good place, a land of victory.
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EnvironmentFact
Arabica coffee beans are planted and raised
among and underneath the shades of
damson, jackfruit and mango trees on the
mountain regions. In return, the choice of
planting among various plants comes with a
unique taste and aroma to the coffee and
many benefits to the environment. Since it is
grown in the natural environment under
shades, the coffee targets to develop natural
Environment sugar which converts into rich and delicate
fruits and nuts.
LIFE

01
Maintain environment
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FlavorFact
Offering 83.5 cupping score for the best
experience, the coffee can be served to
enjoy the special taste and aroma infused by
the mother nature herself to stimulate the
consumer’s nerves and taste buds.

The 83.5 cupping score offers you to enjoy

the special taste of aroma infused by the
Rich and mellow with mother nature herself to stimulate
delicate hints of nuts, consumer’s taste buds and nerves on
different notes of nutty & smooth, strong &
chocolate and fruits. sweet, well-blended & chocolatey.

02
Shade-grown benefits the environment
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DriedFact

After harvesting, the beans are hand-

washed with spring water and sun-dried until
they reached the certain level of moisture to
be kept. The process is followed by
containing for 30 days which is called “rest
period” to allow rich profile in aroma and
taste to be developed within.
Rich and mellow with Upon completion, the beans are hulled and
delicate hints of nuts, screened to separate defects from the
chocolate and fruits. goods.

03
Neat and clean.
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ProcessingMethod
SPECIALITY COFFEE

Our Coffee beans are planted and raised among and underneath the shades of damson, jackfruit mango and
rubber trees on the mountain regions. In return, the choice of planting among various plants comes with a unique
taste and aroma to the coffee and many benefits to the environment. Since it is grown in the natural environment
under shades, the coffee targets to develop natural sugar which converts into rich and delicate fruits and nuts.
Study says that shade-grown coffee takes place less than 2% around the world.
We are using wet processing method followed by [8] steps to process our coffee. There are removing floater,
pulping, dry fermentation (24 Hours), wash and soak (1 or 2 days), drying, hulling and sorting (screen), check
defects (by hand), and roast.

Cupping 1 or 2 days Dry crafted

Harvest to deliver the best Sun dried on a table, then Natural techniques can show
cupping score hulled. the best unique taste

The processing method of speciality coffee

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CoffeeTaster’sWHEEL
SCAA

SCAA mean Speciality Coffee Association of America.

Coffee tester’s wheel is meaning of flavor wheel, one of the most iconic
resources in the coffee industry- has been the industry standard for
over two decades. This is the largest and most collaborative piece of
research on coffee flavor ever completed, inspiring a new set of
vocabulary for industry professionals.
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OurOngoing BrandingProcess
APPROACH TO LOGO
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The Final
SIMPLE-CLASSIC-MINIMAL
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HOW FAR WE’VE COME

OUR MERCH
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CoffeePack & Cups

OUR MERCH
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CottonWears & Bags

OUR MERCH
THANK YOU
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