Kitchen League is a live cooking competition show produced by the hit food and drink publication, Foodbeast. They struck gold by creating Kitchen League, the only live and chat-powered show on Twitch: the audience can sabotage or protect the competitors while they cook. All the sabotages are super silly, and most of the time, the competitors don’t even really know their way around the kitchen, but Kitchen League is where silly is taken seriously.

The main challenge with this project was ensuring the new brand identity communicated reliability and prestige while being laid-back, funny and cheeky. We had to make sure we captured the energy of the show. We also needed to reference cooking and the kitchen without being too cliché. This was a challenge that our team really felt we could sink our teeth into.

The final result delivers exactly what our client was looking for. We drew inspiration from the NFL, WWE and Iron Chef visual languages to pack plenty of action and drama into the brand’s new look. The lettering incorporates Foodbeast’s logo to connect the brand to the parent company. We used angular typography to evoke knife cuts, nodding at the culinary world while the badge showcases the competitive nature and American values of the brand. We paired everything with dynamic visual elements that expand and give movement to really elevate the visual storytelling of the new identity.