" Why, sometimes I’ve believed as many as six impossible things

before breakfast. "


Before Breakfast is a graphic design-led lifestyle brand based in Hackney Wick, London, enthusiastic about creating unique, handcrafted and functional products with an honest approach full of thoughtful ideas and great care. Inspired by the Alice's Adventures in Wonderland quote, "Why, sometimes I've believed as many as six impossible things before breakfast", the name of the brand was decided, as a reminder that every little thought or idea can spark all kinds of wonderful surprises.

With her 30th birthday approaching, founder and creative director Nicki Shen started to question how she had been spending her time and got into the habit of trying to achieve something meaningful before breakfast every day. Simple actions such as exercising, finding time to read and learn new things, or even something as mundane as jotting down a to-do list for the day. “Starting every day in this way gave me a happier, healthier, and more balanced, lifestyle,” she says. “It reminded me of the quote from Lewis Carroll’s Alice's Adventures in Wonderland: Why, sometimes I've believed as many as six impossible things before breakfast I suddenly realised that what had felt impossible before could be realised with these simple everyday tasks.”


About Nicki

Before Breakfast was founded by Nicki Shen, a graphic designer passionate about typography, risograph and screen printing. After graduating from Edinburgh College of Art for her MFA degree in Graphic Design, she moved to London to work as a graphic designer for 5 years before she started her current venture. Before Breakfast is the vehicle for her dream in making and creating handcrafted and unique products.