Bulletproof — the company that pioneered the butter coffee movement and established itself in the functional wellness space — is undergoing a significant transformation as it shifts its brand positioning from performance-driven biohacking to a more refined, premium, and modernized coffee identity focused on delivering clean energy and mindful consumption.

Bulletproof’s strategic rebrand introduces a completely revitalized visual aesthetic across the company’s product line. The packaging aesthetic clearly delineates between two distinct coffee offerings — Artisan, which features classic, unadulterated roasts in sleek black packaging, and Enhanced, which incorporates functional ingredients like lion’s mane, slippery elm, and chromium in minimalist white linen designs.

Bulletproof’s updated mission emphasizes catering to health-conscious coffee enthusiasts who seek both exceptional flavor and subtle wellness benefits, moving away from its previous niche appeal to hardcore biohackers in favor of a broader, more approachable audience.

Image Credit: Bulletproof