Bulletproof sparks a new wave of coffee culture for L’OR Espresso Concentrate

Bulletproof has partnered with L’OR to launch its new Espresso Concentrate, reimagining the brand for a more expressive, personalised era of coffee.

For Gen Z, it’s no longer just about coffee. It’s about finding the right beverage for the mood or moment. Designed for a generation that sees drinks as identity and self-expression, the launch shifts L’OR from serving coffee to inspiring creativity. Bulletproof led the end-to-end design, from strategy to packaging, creating a platform built around the idea of Pour Creativity.

As younger consumers look to shape rituals they can share, Espresso Concentrate offers the freedom to experiment and create coffee their own way.

‍“At L’OR, we saw an opportunity to blend quality with creativity, giving people the freedom to play with their coffee,” said [Laura Verde, L’OR Global Brand Director].

“We embraced the chance to take L’OR beyond coffee and into culture,” said Amy Tsang, Strategy Director at Bulletproof. “Gen Z aren’t thinking in categories, they’re thinking in moods and moments. They’re creating a drinks culture they can own, both online and in real life. Espresso Concentrate taps into that shift, giving people the freedom to experiment, remix and make coffee their own.”

More than a launch, it’s an open invitation to create.