This brand identity project was developed for Dave Asprey, the visionary behind Bulletproof Coffee. These designs were crafted for his latest business endeavour launched in March 2022, featuring a range of different roast types including dark, medium, and light roasts.

The essence behind the name "Danger Coffee" is to evoke the essence of having the energy to embrace risks, foster personal growth, and create a life of significance. To embody the spirit of daring, in essence.

While I stand by the strength of this proposal in terms of its conceptual depth and visual impact, the stakeholders ultimately favoured another brand concept I had created. The decision was driven by the preference for an option that had fewer inherent connections to Red Bull, aligning more closely with their strategic vision.