Nothing Before Coffee has relaunched its flagship Jaipur outlet, marking a strategic reset for the homegrown café chain as it sharpens its focus on India’s Gen Z consumer. The store, where the brand first opened its doors in 2017, has been redesigned following extensive consumer research and reflects a broader brand transformation underway across the network.
The Jaipur flagship now serves as a blueprint for NBC’s next phase of growth. The refreshed identity introduces a new visual language built around bolder colours, flexible layouts and locally inspired design cues. Elements such as star-shaped door handles, patterned tiles and cultural frames have been incorporated to retain an Indian sensibility while appealing to younger, urban audiences who value individuality and self-expression.
According to the company, the redesign moves NBC cafés beyond being transactional coffee spaces. The updated format positions stores as social hubs that encourage longer dwell time, comfort and community, factors increasingly influencing café choice among younger consumers. The revamp also aligns with shifting consumption patterns, where experiential retail is playing a growing role in food and beverage formats.
The updated colour system, led by signature blues, pinks and coral tones, is paired with expressive typography and modular design grids that allow the format to scale across different store sizes and cities. In-store messaging and visual touchpoints have also been refreshed to improve brand recall and create consistency across physical locations.
Akshay Kedia, co-founder of Nothing Before Coffee, said the relaunch reflects how the brand’s audience has evolved over the years. He noted that while the visual identity has changed, NBC’s core focus on product quality and accessibility remains intact as the company expands into newer markets.
The flagship relaunch comes at a time when Nothing Before Coffee is accelerating its presence across multiple Indian cities, including tier II locations. Industry data shows organised café chains continue to gain share as young consumers drive demand for affordable premium beverages and spaces designed around lifestyle rather than just consumption.
By reintroducing its first store with a contemporary lens, NBC is signalling its intent to stay culturally relevant while building a scalable café brand rooted in Indian youth culture.
