Bulletproof Reintroduces Itself with New Look and Evolved Mission
The updated look features clean visuals, intuitive benefit callouts, and a more premium, elevated feel.
The new visual identity is highlighted by Bulletproof’s signature Resilient Orange color.
Bulletproof™, the brand that introduced millions to clean coffee and performance-focused nutrition, recently unveiled a bold rebrand that marks its next chapter. The evolution reflects Bulletproof's journey from its biohacking roots to a modern coffee company focused on making wellness simple, delicious, and accessible. The rebrand signals a significant shift as Bulletproof becomes a premium coffee brand grounded in balance, clarity, and purpose.
Founded in 2011, Bulletproof quickly earned a cult following among keto enthusiasts, intermittent fasters and performance-minded biohackers. Over the past decade, the brand has expanded to serve a broader audience — consumers who seek not just functional benefits, but also great taste, clean ingredients, and a sense of balance in their daily routine. Today's Bulletproof is built for the health-conscious coffee lover: someone who values clarity, energy, and meaningful daily rituals.
Bulletproof’s rebrand embraces its modernity as a coffee company.
“This rebrand is about more than just a new look, it's a reflection of where we're headed,” said Andy van Ark, CCO of Bulletproof. “We've evolved alongside our consumers, and today's Bulletproof is focused on energizing and empowering consumers to own their day. We're proud to create coffee that doesn't just taste incredible, but supports the way people want to live by finding harmony between mind, body, and spirit.”
As part of the rebrand, Bulletproof introduced all-new packaging across its entire coffee portfolio starting last month. The updated look features clean visuals, intuitive benefit callouts, and a more premium, elevated feel. Beyond design, the brand has also refined its language and tone to be more approachable and benefit-driven—grounded in its core values of curiosity, harmony, competency, and simplicity.
Bulletproof's refreshed visual identity is led by its signature Resilient Orange, a bold and energizing color chosen to reinforce the warmth and momentum behind every sip. Alongside the rebrand, the brand also debuted new product innovation in the following weeks.
The rebrand is complemented by new packaging across its entire portfolio.
As part of its rebrand, Bulletproof has simplified its coffee lineup with new packaging: the Artisan line in black, focused on taste and clean ingredients, and the Enhanced line in white, featuring functional blends for energy, focus, and gut health like The High Achiever™, The Maximizer™, and the upcoming Enlightener™. Enhanced options also include Coffee + Collagen and Butter Coffee Pods in K-Cup™ format.
The rebranded coffee portfolio is available nationwide at bulletproof.com, Amazon, Whole Foods, Sprouts and select Target and Kroger stores. The remaining portfolio—including MCT oils, collagen, supplements and more—will follow with new packaging this fall.
