Bulletproof is more than a recipe for butter and coffee. It’s a health and fitness lifestyle brand with retail cafes, diet books and CPG products ranging from protein powders to chocolate bars. Originally an e-commerce brand with a small-but-avid following, Bulletproof decided it was time to expand into grocery.
Go mass-market without losing your niche.
At the heart of the Bulletproof business is Bulletproof Coffee. A potent recipe of coffee, grass-fed butter and a proprietary MCT oil called Brain Octane™. As the popularity of Bulletproof Coffee soared, Bulletproof looked to add new products to their lineup, expanding into protein bars and powders, cacao butter, supplements—even ghee. The exploding product line was attacked with a start-up zeal and mentality. Questions of hierarchy, consistency and brand-level messaging were left for later. As the company matured, it was clear that it was time for some big picture thinking.
It takes a lot to stop a shopper in their tracks and get them to understand what makes your product interesting or different. Curiosity can help.
The first challenge was to take the existing brand system, which was well-suited for selling online to a loyal, science-friendly, audience, and apply it to a diverse set of consumer products. The new product packaging had to quickly communicate the primary benefits (some of which consumer might not be familiar with) as well as hit traditional selling points such as flavor, grams of protein, calories, etc. To satisfy these competing demands, Rupert built a system that gave consumers quick reads on important table-stakes information, while also grabbing attention with unorthodox claims, like "Fat Fueled Chocolate" that would encourage a consumer to pick up the package and learn more.
Bulletproof has always been an innovative company. We knew that as the science evolved, and the market expanded, the Bulletproof product lines would continue to evolve and expand itself, with new flavors, SKUs and extensions. That meant that Rupert had to think systemically about each product. What happens when we add collagen protein? Seasonal flavors? Each package design is prepared to handle existing as well as future product permutations.