Restaurant India News: Nothing Before Coffee Updates Jaipur Flagship With New Brand Identity

Nothing Before Coffee (NBC) has relaunched its flagship outlet in Jaipur with an updated brand identity, marking a strategic shift aimed at deepening engagement with younger consumers. The store, which was the company’s first location, has historically played a central role in building NBC’s early customer base and community presence.

The relaunch introduces a revised visual system that includes new colours, logos, themes, and interior design elements. According to the company, the refreshed identity is informed by research into changing youth behaviour and lifestyle patterns, with a specific focus on Gen Z audiences. The updated format is intended to reflect values such as experimentation, exploration, and personal expression.

As part of the redesign, NBC has repositioned its café spaces as flexible environments that extend beyond transactional coffee consumption. The interiors incorporate elements inspired by Indian cultural references, including star-shaped door handles, decorative frames, and tiles. The company stated that while the visual language has evolved, its core emphasis on coffee quality and accessible café experiences remains intact.

The new brand system features an updated colour palette comprising Nothing Before Blue, Powered by Pink, and Curious Case of Coral, supported by gradients and modular design elements. Typography-based messaging, including phrases such as “Stay Unfiltered,” has been integrated across physical and visual touchpoints such as facades, counters, brand walls, and signage.

Akshay Kedia, Co-Founder of Nothing Before Coffee, said, “This store is where our journey started in 2017. As our community has grown and evolved, so have we, our refreshed brand theme is rooted in research and reflects the mindset of today's generation – those who are still figuring things out, embracing change, and becoming their own version of themselves. While the expression has evolved, our focus on quality coffee and inclusive experiences remains unchanged. This relaunch celebrates our origins while propelling us forward in cities like Surat and beyond.”

The updated outlet also features new in-store messaging such as “Always Ask What’s Brewing?” on the exterior, “Bring on the Buzz” on counters, and “The Curious Cluster” on brand walls. NBC has linked the brand refresh to its broader expansion strategy and plans to roll out the revised identity consistently across future locations.

Founded in 2017 by Ankesh Jain, Anand Jain, Akshay Kedia, and Shubham Bhandari, Nothing Before Coffee operates more than 100 outlets across 39 cities in 11 states. The brand has focused on a youth-oriented model supported by accessible pricing and product innovation, including its signature “Shrappe,” a locally adapted version of a frappe. Much of NBC’s growth has been concentrated in Tier II and Tier III cities, where organised café formats have seen lower historical penetration.

NBC stated that it aims to build a national café network offering affordable formats that drive repeat consumption. The company plans to expand beyond 150 outlets by FY2026 as part of its next phase of growth. The Jaipur flagship relaunch represents a key step in aligning the brand’s design, communication, and in-store experience with its target audience while continuing to scale its presence in India’s café market.