We're brothers—raised in the UK, yet grounded in our Iraqi heritage—who share an enduring love for coffee. For us, brewing is a cherished ritual: a precious moment to slow down, reset, and enjoy something crafted with care.

Coffee is a purpose-driven staple across the Middle East, particularly during Ramadan, when warm cups are shared during night prayers amid the comforting aroma of lit-up mosques—memories that profoundly inspire us.

Whether shared in a quiet mosque or sipped in the rush of London or Milan, our passion is rooted in an essential belief: good purpose should always be rewarded with good coffee. We aim to create consistently delicious, flavourful, and approachable coffee for the growing community of home brewers we’ve long been a part of. After years of obsession, it was time to put our own, heartfelt stamp on the roasting scene.

Where Our Name Comes From

"Break of Dawn" (known as Fajr in our faith) marks a moment of stillness, intention, and renewal. It is the first light before sunrise—a time when the world is quiet, the mind is clear, and the soul reconnects with its purpose.

This sacred pause is where we've always found clarity, whether through reflection or sharing a quiet cup. It reminds us to begin every day with presence and care—values we infuse into every batch we roast.

Why We Roast

Our curiosity for coffee evolved into a deeper, more intentional pursuit. We explored origins, experimented with methods, and obsessed over flavour. Eventually, we knew we had to achieve full control over the journey from bean to cup.

Roasting became our craft: a way to honour the growers, unlock the very best in every bean, and invite others into the same cherished experience we look forward to each morning.

What We Stand For

Purpose: Rooted in ritual, shaped by intention.

Quality: Carefully sourced, meticulously roasted.

Hospitality: Inspired by our culture; we serve with warmth and generosity.

Transparency: From farm to roast, nothing hidden.

Community: Because coffee is always better when it brings us together.