Kitchen is a New York City based branding studio distilling brands to their essential flavors.
Every brand holds essential flavors worth revealing. We reduce brands to what matters, sharpening their meaning and shaping distinctive identities that are authentic, memorable, and designed to elevate value and build lasting resonance.
About
Inspired by the culinary act of reduction, we distill brands to their richest, most essential form.
Through research, positioning, and narrative, we identify what truly matters, then refine it into a clear and focused foundation for design. Our method of distillation works seamlessly across borders and contexts.
This is the basis of our Pure Branding™ approach.
By combining clarity, aesthetics, and intentional design, we create distinctive identities with a unique flavor, built to elevate value and resonate over time.
Kitchen was founded in 2015 by Christian Loos after more than 15 years in leading international agencies.
He set out to build a studio that is lean, focused, and free of unnecessary layers, where ideas move fast and decisions are made with intent.
Small by design, we work closely with our clients and stay deeply involved in every project.
When needed, we scale seamlessly through our trusted network of collaborators, our chefs, assembled specifically for each challenge.
Services
At Kitchen, our work is structured across three essential courses: Strategy, Identity, and Touchpoints. Each builds on the last to create a clear, cohesive, and impactful brand.
01
Strategy
• Research & insights
• Brand positioning
• Audits & analysis
• Brand architecture
• Brand narrative
• Naming & nomenclature
• Brand Flavor Sheet™
02
Identity
• Visual identity
• Verbal identity
• Logo design
• Color & typography
• Brand guidelines
03
Touchpoints
• Collateral systems
• Packaging
• Web Design
• Editorial
• Iconography
• Signage & wayfinding
• Apparel & merchandise
Clients
Clarity, not category, is our specialty.
Trusted by brands across five continents, we partner with organizations at pivotal moments, across industries from agriculture and architecture to healthcare, fashion, and technology.
A selection of clients:
Agfa HealthCare
Ardea Arts
Belcham
BioFirst Group
Brussels Airlines
Cartamundi
Collegewise
Diageo
Ernest
Exki
Global Citizen
IP Soft
Kobi
Legion Paper
Merit Street
Moab
Nestlé
Oxo
Sanzaar
Shumba Group
Spin
TPG | IMC
Trusted Family
Unicef
Vicomte
Walkers
Wafels & Dinges
WatchHouse
Warner Bros.
XCL Education
YJR Group
CDC
Christian Loos
Christian Loos is a creative director and graphic designer from Antwerp, and the founder of Kitchen New York.
With over 15 years of experience across brand identity, and advertising, he is known for transforming complex business challenges into clear, compelling design solutions, always rooted in strong ideas and refined execution.
His international career includes agencies such as DDB, Ogilvy, TBWA\Chiat\Day, Happiness Brussels, and Duval Guillaume, where he led campaigns and brand identities for global clients such as GSK, Accenture, Philips, Johnson & Johnson, Volkswagen, Toyota, Hyundai, Michelin, and CooperVision, as well as the brand identity for Lusail City in Qatar.
Christian has been named Belgium’s Best Art Director and recognized by leading industry awards including Cannes Lions, NY Festivals, Clio Awards, Effies, Epica, Eurobest, and the LIA.
Ethos
Chefs, not cooks.
We're precise in process and passionate in design. We don't just execute; we curate a journey that brings your brand's vision to life.
Value in the kitchen, not the dining room.
Your investment goes into the craft, into the work, the thinking, and the people who shape the work, not overhead.
Trust intuition over trends.
We prioritize intuition and creativity over fleeting trends. In a world of ever-changing fads, we focus on our instincts to create meaningful work that resonates over time, rather than getting lost in the noise of popularity.
Work till it works.
We refine every detail until the solution feels inevitable: the true flavor of your brand, revealed.
Honors
Recognition across leading international award shows.
Contact
For enquiries, collaborations & job opportunities:
contact@kitchen-ny.com
530 7th Avenue, Suite 902
New York, 10018 NY
+1.646.715.8225.