Australian iced coffee brand has a fresh edge. In partnership with Bulletproof, Dare has a new design that the brand states “puts real coffee back at the core; bolder, sharper and built for the next generation of iced coffee lovers”.
The new branding helps Dare continue to stand out. By simplifying and amplifying its core asset, the coffee bean, Dare is hoping the new packaging will pack more punch on shelf in an extremely competitive category.
“Our challenge was future-proofing an Aussie icon without losing what made it legendary,” said Patrick Davis, marketing manager, Iced Coffee at Bega Group. “The result is clarity, confidence
and serious cut-through, ready to reignite loyal fans and win over a new wave of coffee lovers.”
For Bulletproof, the work was about sharpening Dare’s coffee credentials while carefully balancing grounded realness with a sense of uplift. Real coffee sits confidently at the heart of the brand: made with a blend of arabica and robusta beans, expressed through a bolder, more contemporary design that feels optimistic without losing authenticity.
“By reinstating the bean as the hero, we’ve created a system that balances realness with optimism, built to scale without losing Dare’s bold DNA,” added Sarah Hendy, design director at Bulletproof.
The revitalised range is now rolling out nationally, with the new brand work activated through Dare Iced Coffee’s partnerships, including the NRL and Brad Jones Racing
