Imogen Whitcombe
Founder and lead designer. She writes the prompts, sketches the cards and tests every routine on her own evenings first.
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Our storyA small London studio with a fondness for quiet evenings
We are habit designers, writers and printers. We help people in the United Kingdom build calmer endings to busy days.
How we began
From a notebook on Westbourne Grove
The studio started in a borrowed corner above a stationery shop in Notting Hill. Our founder, Imogen Whitcombe, was charting her own evenings and noticed how often the day refused to end on time.
One notebook turned into many. Friends asked for copies. Copies turned into printed cards. Cards turned into a quiet little practice that today works with hundreds of households across the country.
- Founded in London in 2019.
- Members in every region of the United Kingdom.
- Independent and proudly small.
The people behind the cards
A studio of four
Theo Ashworth
Editor and questionnaire designer. He keeps our language gentle, plain and free of any claims we cannot stand behind.
Saoirse Penhaligon
Print and packaging. She works with a small Hackney press to produce our card sets on warm, recycled stock.
What we believe
A few principles we keep close
Small is enough
Tiny, repeatable steps beat ambitious resolutions.
Honest words
We never promise outcomes we cannot deliver.
Quiet design
Our cards belong on a bedside table, not a magazine cover.
People first
Every routine is reviewed with the person who will use it.