Bulletproof, the company that popularized clean coffee and performance-focused nutrition, is launching a bold rebrand to reflect its evolution into a premium coffee brand rooted in simplicity, wellness, and daily balance. The updated identity marks a shift from its early biohacking reputation toward a broader vision that emphasizes clarity, great taste, and sustainable energy for everyday life.
Founded in 2011, Bulletproof initially earned a loyal following among keto enthusiasts and performance-driven consumers. Today, the brand speaks to a wider audience—people who want both functional benefits and a sense of harmony in their daily rituals. The rebrand aims to make wellness more accessible through approachable language, clean visuals, and benefit-driven messaging.
“This rebrand is about more than just a new look,” said Andy van Ark, chief creative officer of Bulletproof. “It reflects how we’ve grown with our consumers. We’re creating coffee that empowers people to own their day by supporting mind, body, and spirit in a balanced way.”
Starting June 2025, Bulletproof will roll out redesigned packaging across its full coffee portfolio. The Artisan line, focused on taste and clean ingredients, will feature sleek black packaging. The Enhanced line, in white, will highlight functional blends like The High Achiever, The Maximizer, and the upcoming Enlightener—each formulated for benefits such as energy, focus, or gut health. These Enhanced options will also include Coffee + Collagen and Butter Coffee Pods in K-Cup format.
The new visual identity is centered around Resilient Orange, a signature brand color chosen to reflect the warmth, energy, and optimism behind each cup. Additional product innovations are set to launch in the coming weeks, supporting Bulletproof’s mission to help people feel their best, one cup at a time.