Burger & Sin is not your average burger joint. It’s darker, sexier, and far more indulgent. A new concept launched in Hong Kong, it’s all about unapologetic pleasure: dripping sauces, double-stacked patties, toasted brioche, and no room for moderation.
This is food as temptation. And the team behind Burger & Sin knew the brand had to feel like that from the very first look. They came to Seven52 with a concept dripping in attitude and flavour, and tasked us with turning it into a brand that would stop people in their tracks. Our job was to make it impossible to ignore, and even harder to resist.
The tagline said it all: Give in to it. Burger & Sin is indulgent by design. There’s no calorie counting here, no minimalist health messaging, just deep flavour, bold stacks, and unapologetic satisfaction.
We built a brand identity that reflected the concept’s darker, moodier personality. This wasn’t about bright red ketchup logos or Americana diner nostalgia. This was late-night cravings, dim lighting, black marble counters, and close-up shots of sauce dripping down a burger you can’t believe you ordered, but you’re so glad you did.
The colour palette leans into sin itself: dark reds, matte blacks, and sensual metallics. The tone of voice is short, seductive, and always leading with desire. Typography is bold and confident, built to command attention across menus, packaging, signage, and social media.
Every part of the identity was designed to create tension: to feel rich, indulgent, and just a little bit dangerous.
Once the foundation was set, we created a full brand toolkit to bring the concept to life. This included logo variations, colour systems, visual mood, tone of voice, and brand guidelines for consistent application across every touchpoint.
The identity was built to flex across digital, physical, and experiential environments, from backlit menu boards and branded wrappers to in-store graphics and sultry social content. Everything invites the customer to lean in, take a bite, and forget the rules.
Burger & Sin doesn’t sell burgers. It sells temptation. It’s fast food turned slow motion. Dirty, dramatic, and dripping in flavour.
The brand identity captures that energy at every level. It’s moody, it’s bold, and it dares you to give in, because let’s face it, you were never going to order the salad.
At Seven52, we build brands that don’t just look good, they stir something. For Burger & Sin, that meant crafting an identity that oozes seduction, celebrates indulgence, and refuses to apologise for either.
Burger & Sin doesn’t sell burgers. It sells temptation. It’s fast food turned slow motion. Dirty, dramatic, and dripping in flavour.
The brand identity captures that energy at every level. It’s moody, it’s bold, and it dares you to give in, because let’s face it, you were never going to order the salad.
At Seven52, we build brands that don’t just look good, they stir something. For Burger & Sin, that meant crafting an identity that oozes seduction, celebrates indulgence, and refuses to apologise for either.
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