Bulletproof Reintroduces Itself with New Look and Evolved Mission: Coffee That Lifts You Up

The next chapter for Bulletproof™ brings purpose, flavor, and function into every cup and beyond.

Bulletproof™, the brand that introduced millions to clean coffee and performance-focused nutrition, is unveiling 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.

"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™ is introducing all-new packaging across its entire coffee portfolio starting June 2025. 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 will also debut new product innovation in the coming weeks.

As part of its rebrand, Bulletproof™ is simplifying 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.

This rebrand underscores Bulletproof's™ belief that it's not just about what's in the cup—it's about how it lifts you up. Whether it's your morning mug or your mid-afternoon reset, Bulletproof™ helps you show up as your best self.

The rebranded coffee portfolio will be available nationwide starting this month 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.

About Bulletproof™

Bulletproof™ is more than coffee.

At Bulletproof™, we craft coffee and functional nutrition products that help you unlock the potential of your mind and body. From smooth Artisan blends to Enhanced coffees with ingredients like Lion's Mane and B Vitamins, everything we make is rooted in science and designed to elevate your everyday rituals.

Founded in 2011 with a revolutionary recipe that blended clean coffee with MCT oil and grass-fed butter, Bulletproof™ sparked a wellness movement. Today, our lineup spans coffee, creamers, collagen, oils, and supplements—each one made with high-quality, nature-inspired ingredients that work as hard as you do.

In 2024, we joined Bia Foods, a nourishing alliance – a community of companies, partners and brands fostering innovation and well-being. Together, we're expanding our reach while staying true to what matters: quality you can trust, benefits you can feel, and a daily routine that supports balance in body and mind.

We're here to help you feel your best and do your best—starting with your morning cup.