Circa Diem was born of a love of all things caffeinated, bumping heads with a dissatisfaction for the current crop of ‘coffee alternatives’. With caffeine being one of the most robustly researched and relied upon substances on the planet for improving physical and mental fitness, it seemed to us that removing it from your morning ritual just wasn’t the game-changing play it was purported to be.

We believe that the boogeyman of ‘energy crashes’ that so many coffee alternatives point towards has less to do with your morning caffeine consumption, and more to do with your baseline energy. The true effectiveness of your cup of coffee in the morning is determined by the sleep you get the night before.

We came to the conclusion that you don’t need a coffee alternative, what you need is a good night’s sleep, and a better coffee.

We realised we didn’t just need to develop an effectively dosed, powerfully formulated, premium coffee product, we needed to develop an eco-system of helpful supplements, effective tools and powerful rituals that could support you, around the clock, helping you to dial up your focus when you need to, and relax into recovery once you’re done.