Jaipur-based youth-centric QSR coffee chain Nothing Before Coffee (NBC) has announced the relaunch of its flagship store in Jaipur, unveiling a vibrant, research-led brand refresh designed to resonate with Gen Z consumers. The relaunch marks a significant milestone for the brand, signaling the start of a new national growth chapter.
The Jaipur outlet, where NBC first began its journey in 2017, now showcases an evolved visual identity that blends modern aesthetics with elements of Indian cultural expression. The refreshed brand world reflects the mindset of today’s youth—focused on exploration, experimentation, and self-discovery—while maintaining NBC’s core promise of quality coffee and inclusive experiences.
The new identity introduces a bold and expressive colour palette featuring Nothing Before Blue, Powered by Pink, Curious Case of Coral, along with harmonious gradients, modular grids and expressive typography carrying the message “Stay Unfiltered.” Design elements such as star-shaped door handles, cultural frames and curated tiles bring a contemporary interpretation of “Indianness” into the café environment.
Commenting on the relaunch, Akshay Kedia, Co-founder, Nothing Before Coffee, said the Jaipur store holds special significance as the birthplace of the brand. He added that while NBC’s visual expression has evolved based on deep consumer insights, its commitment to quality coffee and community-driven spaces remains unchanged as the brand expands into cities like Surat and beyond.
The relaunched outlet also features refreshed in-store collaterals including themed facades, counters and brand walls, alongside dedicated displays for new menu offerings such as Strawberry Chocolate beverages and pasta. The initiative underscores NBC’s focus on cultural relevance and stronger engagement with its core youth audience.
Founded in 2017 by Ankesh Jain, Anand Jain, Akshay Kedia and Shubham Bhandari, Nothing Before Coffee has steadily built a strong presence across Tier-II and Tier-III cities by offering premium café experiences at accessible price points. The brand is known for its signature ‘Shrappe’, innovative menu offerings and vibrant community spaces.
With over 100 outlets across 39 cities in 11 states, Nothing Before Coffee is now gearing up for its next phase of hyper-growth and aims to expand its footprint to over 150 outlets across India by FY2026, further strengthening its mission to democratize high-quality café culture for India’s youth.
