Bento

Honing a strategy to help deliver new products and exceptional experiences.

Bento is a products and services company catering to a younger generation of individuals who value experiences and sustainability. The company needed a more efficient way to market new and existing products that would align with their vision of ‘simple living’ and stewardship values.

The Brief

Bento started its business manufacturing modular home furniture but had soon expanded into other business lines. The expansion quickly exposed challenges in communications and growing these businesses, including their restaurant property B1281, under one cohesive umbrella. Specifically, the needs of the company were swiftly outgrowing its current organizational system that was not visibly scaling well.

The Approach

Stakeholder interviews quickly identified frustrations and uncertainty with messaging—a ‘big picture’ strategy was needed. We set out to consolidate and ‘future-proof’ their branding system to address the company’s current and future growth objectives. Retool the naming nomenclature and structure, create a bolder visual system, adopt internal training standards, and set stylistic guidelines for messaging.

The Result

The brand refresh included a revamped nomenclature, internal testimonial videos, an organized web presence, and targeted external communications materials. The simple eye-catching system clearly identified each business line and mission. Bento’s brand ecosystem now projected a more confident and appealing story that was easily consumed by targeted stakeholders.