BentoML, based in the United States, serves as a versatile platform for software engineers. It enables them to utilize pre-trained models to develop AI products, streamline their deployment to production, and ensure scalability with confidence. In 2023, BentoML entrusted us to refresh their brand identity, including its website and overall communication approach.
The original logo, reminiscent of a bentos factory, was a concept we aimed to preserve and evolve in the new branding. We focused on highlighting the core principle of BentoML: offering developers the liberty to build without constraints. To convey this concept of limitless possibilites, a scalable and adaptable branding system was created. This system, inspired by the compartmentalized design of lunch boxes, ensures coherence and versatility across both physical and digital communication.
Recognizing the significance of BentoML's extensive community, this rebranding aimed to encapsulate a sense of quality, advanced technology, and trustworthiness, while also being friendly, playful and engaging. This led to the creation of “Benny,” a mascot born from the brand's symbol. Benny comes to life in various illustrations and emojis, playing a key role in shaping the brand's voice and narrative, enhancing engagement and storytelling. Balancing the high-tech and modern atmosphere of BentoML with a subtle, human touch was paramount. The color scheme ensures that while the brand stays true to its technological roots, it also resonates with users on a more personal and empathetic level.