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THINKNOO is a community of people passionate about two things: Coffee and Productivity.

As many of you already know, coffee is a powerful brain booster. So much so, that the average coffee consumer in the U.S. drinks 115 liters/year. But, how many of us understand how our body interacts with coffee?

Before diving into our powerful coffee-enhancing formula, let’s take a quick look at how our body reacts to coffee.

Keeping you awake

Throughout the day your brain produces a chemical called Adenosine. As it builds up it latches onto receptors to slow the brain down, eventually making you ready for bed. Caffeine acts to inhibit this process by stopping the sleep-inducing Adenosine from latching to those receptors. This process keeps you mentally alert for longer.

The afternoon crash

Your body breaks down caffeine at a rate of half the milligram dosage every four to six hours. For example, if you have a 100mg of caffeine at 8AM then you will have 50mg in your system at 2PM. As the level of caffeine in your brain reduces, the sleep-inducing Adenosine floods the brain giving you the dreaded afternoon crash.


As your brain speeds up your body begins to release adrenaline, the energy system in the body, giving rise to the desired rush we’re all too familiar with. Your heart rate increases, your blood pumps faster and your airways open up.

Feeling good

Caffeine acts to increase the brains levels of the neurotransmitter, Dopamine, by slowing the reabsorption rate. This process leaves the brain with higher levels of dopamine that act to enhance your mood.

NOOstart – L-Theanine

The Benefit Reduces overstimulation – the jitters – to enhance your mental clarity.

The ScienceL-Theanine induces alpha waves in the brain that allow you to remain calm and alert. We offer the perfect 2:1 ratio with caffeine to get you into an optimal state of flow. (1)(2)

NOOstart – Theacrine 

The BenefitEnhances and extends the stimulating properties of coffee to fight off the afternoon crash.

The ScienceTheacrine shares similarities with caffeine and is thought to be synthesized in plants from caffeine itself. The difference in structure means that it is dealt with differently by the body, resulting in stimulation that lasts longer. (8)(9)

NOOstart – Hordenine

 The BenefitsSlows the breakdown of caffeine’s stimulant release to give you sustained mental energy throughout the day.

The ScienceHordenine interacts with Monoamine Oxidase, one of the mechanisms the body uses to break down neurotransmitters. While it is busy dealing with Hordenine these chemicals can stay active for longer. (5)

NOOstart – Curcumin

The BenefitIncreases the feel-good chemicals in the brain to boost your mood.

The Science – Curcumin raises levels of dopamine and serotonin, key neurotransmitters that control mood and motivation. An additional increase in BDNF boosts neurogenesis driving the formation of new pathways in the brain. (10) (11)

NOOstart – CDP-Choline 

The BenefitProvides necessary brain fuel to support the brains memory and recall systems.

The ScienceCDP-Choline occurs naturally in the body and breaks down into Uridine and Choline. The process supplies the brain with much-needed acetylcholine, traditionally considered to underpin our complex intelligent thought processes. (3)(4)

NOOstart – Vitamin B6

The BenefitA critical vitamin for many aspects of healthy brain function.

The ScienceVitamin B6 is an important cofactor, this means that many processes in the body are dependent on it to function properly. This includes five important neurotransmitters, including dopamine, serotonin, and acetylcholine. (6)(7)


NOOreset – Rutaecarpine

The BenefitIncreases the body’s ability to flush caffeine from the system, achieving a deeper state of sleep.

The ScienceRutaecarpine causes the body to produce more of the enzymes that break down caffeine in the blood, reducing the stimulant effects at a much faster rate. (12)(13)

NOOreset – Magnesium Glycinate

The BenefitRelieves the brain from stress built up throughout the day, among many other benefits, for general health and wellbeing.

The ScienceMagnesium suppresses the release of ACTH, a prominent stress hormone in the brain. This, in turn, lowers levels of cortisol and adrenaline. (14)(15)

NOOreset – Phosphatidylserine

The BenefitSlows racing thoughts from the day by reducing excessive stress.

The SciencePhosphatidylserine reduces the stress-filled effects of cortisol, by normalizing the hypothalamo-pituitary-adrenal axis. (16)


NOOreset – Boron

The BenefitPlays an important role in helping to regulate stress in the body.

The ScienceBoron is an important micronutrient that boosts the absorption rate of magnesium in the body, which has been shown to lower adrenaline and cortisol. (14)(15)(17)

NOOreset – Zinc

The BenefitAids the body’s production of melatonin to help transition you into a natural state of sleep.

The ScienceZinc plays an important role in the functioning of the brain’s neurotransmitters and is critical in the metabolism of Melatonin, an important sleep hormone that regulates natural sleep cycles. (18)


NOOreset – Melatonin

The BenefitTransitions the body into a natural state of sleep more effectively after a busy day.


The Science – Melatonin is a natural hormone produced by the body that regulates our circadian rhythm, the body’s ‘internal clock’, and when it is released it triggers the onset of sleep. 

View all 20 scientific Citations

Scientific Citations

1. Owen, G. N., Parnell, H., De Bruin, E. A., & Rycroft, J. A. (2008). The combined effects of L-theanine and caffeine on cognitive performance and mood. Nutr Neurosci, 11(4), 193-198. doi:10.1179/147683008x301513 2. Gomez-Ramirez, M., Kelly, S. P., Montesi, J. L., & Foxe, J. J. (2009). The effects of L-theanine on alpha-band oscillatory brain activity during a visuo-spatial attention task. Brain Topogr, 22(1), 44-51. doi:10.1007/s10548-008-0068-z 3. Wurtman, R. J., Regan, M., Ulus, I., & Yu, L. (2000). Effect of oral CDP-choline on plasma choline and uridine levels in humans. Biochem Pharmacol, 60(7), 989-992. 4. Weiss, G. B. (1995). Metabolism and actions of CDP-choline as an endogenous compound and administered exogenously as citicoline. Life Sci, 56(9), 637-660. 5. Barwell, C. J., Basma, A. N., Lafi, M. A., & Leake, L. D. (1989). Deamination of hordenine by monoamine oxidase and its action on vasa deferentia of the rat. J Pharm Pharmacol, 41(6), 421-423. 6. Kennedy, D. O. (2016). B Vitamins and the Brain: Mechanisms, Dose and Efficacy—A Review. Nutrients, 8(2), 68. doi:10.3390/nu8020068 7. Percudani, R., & Peracchi, A. (2003). A genomic overview of pyridoxal-phosphate-dependent enzymes. EMBO Reports, 4(9), 850-854. doi:10.1038/sj.embor.embor914 8. He, H., Ma, D., Crone, L. B., Butawan, M., Meibohm, B., Bloomer, R. J., & Yates, C. R. (2017). Assessment of the Drug-Drug Interaction Potential Between Theacrine and Caffeine in Humans. J Caffeine Res, 7(3), 95-102. doi:10.1089/jcr.2017.0006 9. Ziegenfuss, T. N., Habowski, S. M., Sandrock, J. E., Kedia, A. W., Kerksick, C. M., & Lopez, H. L. (2016). A Two-Part Approach to Examine the Effects of Theacrine (TeaCrine(R)) Supplementation on Oxygen Consumption, Hemodynamic Responses, and Subjective Measures of Cognitive and Psychometric Parameters. J Diet Suppl, 1-15. doi:10.1080/19390211.2016.1178678 10. Kulkarni S.K., Bhutani M.K., Bishnoi M. “Antidepressant activity of curcumin: involvement of serotonin and dopamine system.”Psychopharmacology (Berlin). 2008 Dec;201(3):435-42. 11. Wang R., Li Y.B., Li Y.H., Xu Y., Wu H.L., Li X.J. “Curcumin protects against glutamate excitotoxicity in rat cerebral cortical neurons by increasing brain-derived neurotrophic factor level and activating TrkB.”Brain Research. 2008 May 19;1210:84-91. 12. Tsai, T. H., Chang, C. H., & Lin, L. C. (2005). Effects of Evodia rutaecarpa and rutaecarpine on the pharmacokinetics of caffeine in rats. Planta Med, 71(7), 640-645. doi:10.1055/s-2005-871270 13. Noh, K., Seo, Y. M., Lee, S. K., Bista, S. R., Kang, M. J., Jahng, Y., . . . Jeong, T. C. (2011). Effects of rutaecarpine on the metabolism and urinary excretion of caffeine in rats. Arch Pharm Res, 34(1), 119-125. doi:10.1007/s12272-011-0114-3 14. Murck, H. (2002). Magnesium and affective disorders. Nutr Neurosci, 5(6), 375-389. doi:10.1080/1028415021000039194 15. Murck, H., & Steiger, A. (1998). Mg2+ reduces ACTH secretion and enhances spindle power without changing delta power during sleep in men -- possible therapeutic implications. Psychopharmacology (Berl), 137(3), 247-252. 16. Monteleone, P., Maj, M., Beinat, L., Natale, M., & Kemali, D. (1992). Blunting by chronic phosphatidylserine administration of the stress-induced activation of the hypothalamo-pituitary-adrenal axis in healthy men. Eur J Clin Pharmacol, 42(4), 385-388. 17. Pizzorno, L. (2015). Nothing Boring About Boron. Integrative Medicine: A Clinician’s Journal, 14(4), 35–48. 18. Peuhkuri, K., Sihvola, N., & Korpela, R. (2012). Dietary factors and fluctuating levels of melatonin. Food & Nutrition Research, 56, 10.3402/fnr.v56i0.17252. 19. Dollins, A. B., Zhdanova, I. V., Wurtman, R. J., Lynch, H. J., & Deng, M. H. (1994). Effect of inducing nocturnal serum melatonin concentrations in daytime on sleep, mood, body temperature, and performance. Proc Natl Acad Sci U S A, 91(5), 1824-1828. 20. Zhdanova, I. V., Wurtman, R. J., Lynch, H. J., Ives, J. R., Dollins, A. B., Morabito, C., . . . Schomer, D. L. (1995). Sleep-inducing effects of low doses of melatonin ingested in the evening. Clin Pharmacol Ther, 57(5), 552-558. doi:10.1016/0009-9236(95)90040-3 View less citations

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