A Plant-based brand,
planted loudly.

Not Burger

For grillin',
not killin'.

A bold plant-based brand, animated into something you couldn't scroll past.

NotCo had a killer look and a killer burger. What it needed was motion that matched the attitude. Its boldest elements got up and danced, fast, fresh, and hard to ignore.

the client

NotCo is a crew of food-loving geniuses who built an AI that replicates the taste and texture of animal products, 100% vegan, 100% delicious. The NotBurger is their juiciest proof.

The ask

CloudRaker had already branded the NotBurger beautifully. They brought us in to animate the campaign before launch. Simple, bold elements, our job was to make them dance off the page and into the minds of veggie-curious eaters.

The answer

A fast, catchy track set the pace, and the beat led the way. Brand elements and dynamic animation, moving as one, telling the whole story in the time it takes to blink.

Behind the Build

X marks the spot

NotCo's existing type and brand marks moved from the very first beat. The look was already bold. Motion gave it rhythm.

Six seconds, one story

The challenge: land it in 6 to 10 seconds. We built a 3D box to carry the narrative fast, then added a stop-motion effect from the shoot photos. Young, vibrant, fresh, just like the burger.