Bulletproof has unveiled a major visual makeover.

Bulletproof Coffee, founded in 2011, has simplified its coffee line 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. That includes The High Achiever, The Maximizer and the upcoming Enlightener.

Enhanced options also include Coffee + Collagen and Butter Coffee Pods in K-Cup format.

The rebranding, which includes packaging, logo, and overall brand design, was done in-house.

The Seattle-based coffee has a following among keto enthusiasts, intermittent fasters and  biohackers. Bulletproof is a high-calorie beverage made with added fat, intended to replace traditional carb-heavy breakfasts. It is available at the brand's site, Amazon/Whole Foods, Sprouts, Kroger and Target.

“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. “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.”

The relaunch comes months after Bulletproof brand, which includes supplements, became part of Bia Foods. The Bia portfolio include spice maker Badia, Costa Rican coffee roaster El Rey and U.S. food distributor Iberia Foods.