Haiku Brew Is Becoming Color Theory Coffee

We've been working on this behind the scenes for a while, and we're finally ready to share it.

Haiku Brew is becoming Color Theory Coffee.

Before anything else, here's the one thing we want to be clear about: the coffee isn't changing. I'm still running the roastery. I'm still roasting the coffee. We're still sourcing the same coffees we're excited about, and working with the same farmers, producers, and partners we've spent years building relationships with.

You'll still see coffee from Wilton Benitez, Sebastián Ramírez, Ana María Donneys, Andrés Martinez, and Jairo Arcila, along with lots we source through partners like Cofinet. The coffee, the roasting, and the relationships behind what ends up in your bag aren't going anywhere. Only the name and the look are changing. The coffee inside the bag stays the same.

Where Haiku Brew Started

Haiku Brew began as a passion project, built around coffee, curiosity, and wanting to explore both. Our earliest growth came through wholesale, roasting coffee that became the drip coffee, espresso, and lattes served at cafés we worked with.

We're still fortunate to have a lot of those cafés using our coffee today, and that's not something we take for granted. There's a specific kind of satisfaction in walking into a business and watching someone order a latte made with espresso you roasted yourself, or knowing someone's morning started with beans that came through your own roastery. Those relationships helped Haiku Brew grow, and wholesale will keep being a core part of Color Theory Coffee going forward.

But there was another side of coffee we wanted to get into from the start.

Chasing the Coffees We Actually Nerd Out About

As the company grew, we started pursuing something we'd wanted to do since the beginning: finding unusual, genuinely interesting coffees and getting them directly to people who care about the same things we do.

Unusual processing methods. Rare varietals. Fermentation experiments. The kind of coffee that makes you stop after the first sip because you weren't expecting it to taste like that. Over time, that fascination became just as much about the people making these coffees as the coffees themselves.

We're constantly working on connections with farmers and producers. Sometimes that means finding someone doing something we haven't seen before, and sometimes it means going back to a producer whose coffee we've bought year after year. We've been fortunate to work with people like Wilton Benitez, Sebastián Ramírez, Ana María Donneys, Andrés Martinez, and Jairo Arcila, and our sourcing relationships, including Cofinet, have connected us to coffees we're genuinely proud to roast.

We want to keep finding farmers, regions, varieties, and processes we haven't worked with yet.

The reason that matters to us: we're not the ones creating these flavors. The farmers are. Our job is to find the coffee, build a real relationship with the person who made it, roast it carefully, and get out of the way enough to let their work show up in the cup.

The People We Met Along the Way

Something else happened as Haiku Brew grew: we started making actual friends out of it.

Customers started telling us what they were brewing, how they were brewing it, what they tasted, and what they wished we'd carry. Those conversations turned into one of the better parts of running this company. Coffee ended up connecting us to café owners, baristas, farmers, other coffee professionals, and people who just like making a good cup at home.

That's the community we want to keep building, and it's part of what got me and my brother Zac thinking seriously about what the next version of this company should look like. Zac is my co-owner here at Haiku Brew. He handles all things web design and product design, and he's the one who helps bring our concepts to life.

Why Color Theory?

We love Haiku Brew. It's part of how this company started, and that will always be part of our story. But as the company grew, so did what we wanted it to become, and eventually we started asking a more direct question: if we were building this brand today, knowing what we know now, what would we actually build?

That question is what led to Color Theory Coffee.

We wanted a name and identity that could hold creativity and curiosity, and that could grow alongside the coffees and people we work with. The more we looked at color theory specifically, the more it made sense with coffee.

Coffee isn't just about taste. Aroma matters. So does what you see: cherries changing color as they ripen on the tree, green coffee arriving at the roastery, the color shift that happens during roasting itself, and the packaging and environment around the final cup. What you see shapes what you expect, and what you expect shapes how you taste something. That relationship between color, perception, and flavor is what pulled us toward this name.

At the same time, I've spent a lot of time paying attention to artists working with light, natural forms, and gradients, which we've started calling organic light art. There's something specific about light appearing out of darkness, unexpected color showing up in a natural form, or a familiar space changing entirely just because of how light hits it. That idea fits how we want Color Theory to feel.

You'll start seeing that influence show up in our packaging, photography, and colors, along with a new website currently in progress. But underneath the new name is the same thing that started Haiku Brew: a fascination with coffee, and wanting to keep exploring it.

Where We're Going

Color Theory gives us room to build on what Haiku Brew already started. We want to keep growing wholesale and supporting the cafés that have supported us. We want to keep deepening the relationships we have with the farmers and producers behind our coffee. We want to keep bringing you coffee from producers you already recognize, and introduce you to a few you haven't heard of yet. Some of it will be clean and well made, and some of it will be strange enough to change what you expect coffee can taste like.

There's still a lot to learn here, and every harvest, variety, and process teaches us something we didn't know before. The name is changing. The roastery, the coffee, and the producers behind it aren't.

Welcome to Color Theory Coffee.

A Few Questions You Might Have

Is the coffee changing? No. I'm still roasting it, and our approach to sourcing and quality isn't changing.

Will you still carry coffee from the farmers we've come to know through Haiku Brew? Yes. Those relationships are continuing into Color Theory.

Are you still doing unusual, experimental coffees? Yes. Unique processes, rare varietals, and experimental fermentation stay at the center of what we do.

What happens to the cafés that carry Haiku Brew? Nothing changes there. Wholesale continues, and we plan to keep growing it under Color Theory Coffee.

Why Color Theory, specifically? Because coffee isn't experienced through taste alone. Color, aroma, and expectation are all part of it, and this name gives us room to explore that while staying focused on the coffee itself.

Do I need to do anything as a current customer? No. Keep brewing, keep telling us what you're tasting, and keep pointing us toward coffees you'd want to see us find. We'll handle the name change on our end.