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Teams that build to create a harmony between people, beans, and the machine.

The Primary X Variable

All the people behind that doing the source, profile, cup, pack, until all the goods delivered to you.

Arashif

Founder

Arashif approaches coffee with a balance of technical precision and real-world experience, ensuring every cup delivers consistency, clarity, and quality for the customer. With a Master’s in Industrial Engineering, he applies optimization and data-driven thinking to refine processes—from sourcing to roasting—so each profile is crafted with purpose, not guesswork.
As a licensed Q Grader and professional roaster, his focus is on continuous improvement, calibrating each batch to bring out the best possible flavor experience. 

Atela 

Co-founder and System Integrator

As the Co-Founder and System Integrator, Atela is the vital constant that transforms creative vision into operational reality. While she navigates the complexities of accounting, HR, and SOP development, her role goes beyond management; she is the structural foundation of Variable and the life partner to Arashif, ensuring that every internal system is as seamless as the coffee served. Her expertise in streamlining the human and financial factors of the business provides the stability required to explore the unknown, making her the essential f(x) that balances the entire equation.

Emin

Coffee Processing

Processing is where the magic—and the science—happens. [Name] oversees every critical stage after the harvest, ensuring that the unique terroir of our beans is highlighted through meticulous technique. From experimenting with anaerobic fermentation to perfecting honey processing methods, their goal is to push the boundaries of what coffee can taste like.

Ang

Marketing

Oversees the entire digital ecosystem of Variable. From the visual identity of our online shop to the logistics of our subscription services, their focus is on seamless integration. By leveraging advanced data analytics and modern ERP systems, He ensures that every customer interaction—whether on social media or at checkout—is intuitive, efficient, and intentional.

Ila

Graphic Design

Design is more than just aesthetics; it is a visual language. As the architect of our visual identity, our Graphic Designer translates the raw, industrial soul of the brand into every piece of packaging, signage, and digital media.

Syarif 

Investor

This role focuses on the long-term health and expansion of the business. By aligning financial objectives with our core values of industrial precision and craft excellence, the Investment Partner ensures that we have the infrastructure to innovate. From scaling production facilities to entering new regional markets, their focus is on building a robust, future-proof enterprise.

Haidir 

Advisor

Provides strategic perspective and guidance to support Variable’s direction and decision-making. Contributes insight and experience to ensure the brand grows with clarity, structure, and consistency.