Not Guilty is a healthy burger brand built on the belief that pleasure doesn’t need justification. We created a bold and modern identity that reframes indulgence as a conscious choice, not a compromise. The concept is rooted in contrast cravings balanced with clean ingredients, desire meeting intention. Through a sharp visual language, confident typography, and a refined yet striking color palette, we shaped a brand that speaks clearly and boldly. Anchored by the slogan “Pleasure Over Proof,” every detail from logo construction to brand tone was designed to celebrate guilt-free enjoyment, positioning Not Guilty as a fearless, health-forward burger experience.