BRANDING AND DESIGN

Not (So) Guilty is unapologetically nonconforming. They’re just a group of misfits making your dose of delicious confections by recreating the oh (so) warm feeling you get when you eat gooey cookies, but without the guilt that comes afterwards. They started in a small Jumeirah baqala as a vow to support local businesses, and are now moving to the ever-vibrant Al Serkal Avenue. Join them, grow with them and don’t forget to visit them!

BRAND STRATEGY       NAMING       BRAND EXPRESSION       BRAND GUIDELINES       BRAND IMPLEMENTATION

Food as it should be, delicious and personal.

Brand Purpose

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