Youth-centric QSR brand kicks off national growth with bold new identity and store experience
Nothing Before Coffee (NBC), India’s fast-growing youth-centric QSR coffee chain, has relaunched its flagship store in Jaipur, unveiling a bold, Gen Z-focused brand refresh that marks the start of its next phase of national expansion.
The revamped outlet, NBC’s original store where the brand began its journey in 2017, introduces a research-led visual identity designed to resonate with a new generation of consumers. The refreshed brand blends modern design sensibilities with elements of contemporary “Indianness”, creating inclusive, expressive spaces that go beyond coffee to foster community and self-expression.
The new visual world features a striking colour palette—Nothing Before Blue, Powered by Pink and Curious Case of Coral—alongside modular grids, expressive typography and cohesive branding across facades, counters, brand walls and signage. Subtle cultural details such as star-shaped door handles, framed motifs and tiles reinforce the brand’s Indian roots while maintaining a modern aesthetic.
“This store is where our journey started in 2017. As our community has evolved, so have we,” said Akshay Kedia, Co-founder, Nothing Before Coffee. “Our refreshed brand theme is rooted in research and reflects the mindset of today’s generation—those embracing change and discovering their own identities. While the expression has evolved, our commitment to quality coffee and inclusive experiences remains unchanged.”
The relaunched store also showcases new in-store collaterals and product displays, including promotions for recent menu additions such as Strawberry Chocolate beverages and pasta offerings. The refresh aligns with NBC’s broader strategy to strengthen cultural relevance and deepen engagement with young consumers, particularly in Tier-II and Tier-III cities.
Founded in Jaipur by Ankesh Jain, Anand Jain, Akshay Kedia and Shubham Bhandari, NBC has built a differentiated position in India’s café market through accessible pricing, innovative menus and its signature ‘Shrappe’, a desi twist on the classic frappe. The brand currently operates more than 100 outlets across 39 cities in 11 states.
With the flagship relaunch setting the tone for its next growth phase, Nothing Before Coffee is targeting an expansion to over 150 outlets across India by FY2026, reinforcing its ambition to democratise premium café experiences for India’s youth.
