Bulletproof 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 company says. 

The rebrand signals a significant shift as Bulletproof becomes a premium coffee brand grounded in balance, clarity and purpose, it adds.

As part of the rebrand, Bulletproof is introducing all-new packaging across its entire coffee portfolio starting this month. The updated look features clean visuals, intuitive benefit callouts, and a more premium, elevated feel, the company says. 

Beyond design, the brand also has refined its language and tone to be more approachable and benefit-driven — grounded in its core values of curiosity, harmony, competency and simplicity, it explains. 

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, it adds. Alongside the rebrand, the brand also will 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, the company says. 

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.