Restaurants that work in practice
In a restaurant, everything revolves around what people feel.
Upon arrival. At the table and during peak service times.
That's why we don't just look at branding and content, but also at what actually happens.
How guests are received.
How a team works together.
How peace, attention, and experience remain tangible, even when the pace increases.
We build further from there.
Sometimes that means strategy or a branding session.
Sometimes a campaign, content series or on-the-job training.
We remain makers. Only what we create must work in practice.
Recognizable. Human. And consistent. Day in, day out.
Houses where quality is self-evident
Chefs who know what they stand for
We work with chefs who carry out their signature style down to the smallest detail.
Not because they have to, but because they have no other choice.
With them we build brands that feel who they are.
From identity and storytelling to photography, video and campaigns: we provide rhythm, recognisability and a story that sticks.
Stories from gastronomy
We write about experience, hospitality and brand identity within fine dining.
Not from the sidelines, but from practice.
Articles for chefs, entrepreneurs, maîtres and young talents who want to look beyond the plate.
We prefer to build rather than deliver
Most of our collaborations have been running for years.
That is no coincidence.
Because when trust grows, space is created for creativity, innovation, and genuine growth. Together, we build brands that make a difference and keep guests coming back time and time again.
The floor determines the rhythm
The kitchen tells a story. The floor lets you feel it.
Maîtres, hostesses, hosts, and sommeliers determine how guests truly experience the evening. How someone is welcomed. How tension is managed. How mistakes are corrected.
We help teams understand why behavior works. How timing, tone, and small rituals influence guests' feelings. Not with scripts, but with insights into human behavior.
This way, the experience does not become a coincidence, but a daily rhythm that guests recognize and
what they come back for.
We believe in fine dining as a brand
New Challenge aims to be the leading creative agency for gastronomy, restaurants, and high-end hospitality in the Benelux.
Not by shouting that we are, but by proving every day that we understand the level. In the kitchen, on the work floor, and in how a brand is experienced.
We build brands. We create stories. And we train young creators who will advance this field with the same passion and acumen.
For the next generation of makers
We want to show the new generation how special this world is.
How much craftsmanship, tranquility, discipline and creativity there is behind gastronomy.
That's why we offer space to starters and talents who want to grow in film, photography, strategy and storytelling.
Specifically within fine dining and hospitality.
Because the best stories are made by people who believe in them.
