The “DOI CHAANG” coffee business endeavors to promote local coffee growers and to build unity and pride among these groups of highland dwellers. The new packaging is designed to portray the different groups of hill tribes, wearing their beautiful traditional clothes, behind an image of the happy smiling face of a coffee grower. This is a new design for packaging that reinforces innovative thinking and pride in coffee farmers. This idea encourages a strong commitment among farmers to the Doi Chaang brand, passing it down to future generations. Such commitment is one of the keys to create sustainable growth for the brand.