About Us

About Faraz Haroon

The Wise Brew was born from a simple belief: that great coffee can change moments, mindsets, and even markets. For founder Faraz Haroon, this belief wasn’t inherited—it was built through years of struggle, experimentation, and an unshakable vision to elevate Pakistan’s coffee culture. Faraz’s journey into coffee began long before The Wise Brew existed. Things sparked off, believe it or not, from a YouTube channel about specialty coffee. What started as curiosity quickly turned into obsession: learning extraction science, roasting profiles, global café models, and the economics that separate good coffee businesses from truly great ones. But the path was far from easy. Between limited resources, a challenging local market, and the uphill battle of reshaping consumer habits in a tea-dominated country, Faraz faced every barrier an entrepreneur could imagine. Yet, he persisted—with resilience rooted in passion and purpose.

What we offer at Latte Shop

Journey in 2022

In 2022, The Wise Brew Coffee Co. transformed from a small roasting initiative into a mission-driven company focused on quality, accessibility, innovation, and community. Faraz envisioned not just a brand, but a movement—one that would bring specialty coffee into the mainstream while empowering the ecosystem behind it: farmers, baristas, cafés, and consumers.

Welcome to The Wise Brew.

Today, TWB stands as Pakistan’s emerging coffee innovator, blending artisanal roasting with tech-driven solutions, on-the-go kiosks, modern café experiences, and a growing coffee community. Every product and service we deliver reflects the values Faraz fought to uphold: authenticity, transparency, and the relentless pursuit of better coffee for all. The Wise Brew is more than a company—it’s a story of grit, learning, and ambition. It’s the belief that passion, when paired with purpose, can build something far bigger than a brand. It can shape a culture. Where every cup carries a journey—and every journey inspires the next.