Project Highlight: Bulletproof Coffee Rebrand

Bulletproof Coffee is just a quick walk from WNW HQ’s Venice office and a high-speed sprint back. The stuff packs the kind of kickback that sometimes makes us wonder if it’s technically street legal. The name fits.

So does its design rebrand, which commenced late last year and was lead by WNW Member Ethan Keller, head of Seattle-based Emblem Studios. The whole point of Bulletproof Coffee is to give you the goods so you can power through the day and stay hyper alert, hyper effective, and for some of us also just plain hyper. A cup of Bulletproof Coffee includes grass fed butter and brain octane oil. Yum. Keller and Emblem Studios have captured the efficiency and scientific research that Bulletproof sells with a clean and technical upgrade. The dove from the old logo (pictured below) has evolved with a monochromatic iteration, and the condensed font has been retained, albeit with some necessary improvements. The hexagon pattern featured on the cups and packaging drives home the idea that Bulletproof uses science.

Emphasizing the color orange in this redesign is particularly a home run for Emblem. According to this site which addresses color theory, “Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation. To the human eye, orange is a very hot color, so it gives the sensation of heat... Orange increases oxygen supply to the brain, produces an invigorating effect, and stimulates mental activity. It is highly accepted among young people. As a citrus color, orange is associated with healthy food and stimulates appetite… In heraldry, orange is symbolic of strength and endurance. Orange has very high visibility, so you can use it to catch attention and highlight the most important elements of your design.” Intelligent design advice, Color-Wheel-Pro.com You could essentially replace “orange” with “Bulletproof coffee” in the description above, and capture everything the company touts.

Bulletproof's new visual identity stands apart from that of other coffee brands in its boldness and intensity. Which is exactly what Bulletproof is aiming to do. Does your company need a new logo or complete rebrand? Ethan Keller is Available.

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