NBC overhauls Jaipur flagship as brand targets youth demographic

Corporate logos and colour palettes get a high-friction makeover as Nothing Before Coffee attempts to monetise Gen Z 'Indianness'.

Nothing Before Coffee has relaunched its flagship in Jaipur, which now includes an updated theme, colours, logos, and visual expression specifically tailored to attracting Gen Z consumers.

The new site was inspired by the in-depth insights into youth preferences. The new visual world incorporates "Indianess" through thoughtful elements like star-shaped door handles, cultural frames, and tiles.

Key updates include a bold colour palette – Nothing Before Blue, Powered by Pink, Curious Case of Coral and harmonious gradients – paired with modular grids, expressive typography ("Stay Unfiltered"), and cohesive assets for facades, counters, brand walls, and signage.

“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,” Akshay Kedia, co-founder of Nothing Before Coffee, said.

Since its founding in 2017 by Ankesh Jain, Anand Jain, Akshay Kedia, and Shubham Bhandari, Nothing Before Coffee, the brand now has more than 100 sites in India.