A fresh, confident step forward for North America’s leading sushi company
Bento is unveiling Bento Brave, a striking new brand identity designed to bring fresh energy, modern design, and greater accessibility to North America’s sushi experience. The new brand signals the company’s evolution and continued growth in the food industry.
What began in 1996 as a small Toronto restaurant has grown into North America’s leading sushi company, pioneering sushi in grocery stores and food courts and now serving more than 34 million portions each year across grocery, universities, hospitals, airports, and retail spaces.
The new look, designed by Jump Branding & Design and being brought to life by Dialogue 38, introduces teal accents, clean typography, salmon-vein cooler matting, and pop-art-inspired visuals. The result is fresh, approachable, and cohesive, an identity designed to resonate with both customers and partners.
“Bento Brave aims to be the outward expression of attributes Bento seeks to highlight – modern, vibrant, sustainability-focused and evolving with the times,” said WesleyAnne Rodrigues, Director of Marketing. “It makes sushi feel accessible and inviting, while reflecting the values our customers care about.”
The updated brand identity begins rolling out this fall in Loblaw locations across Ontario, with early Foodservice locations at CF Promenades St. Bruno and Eaton Centre in Montreal, and internationally at JFK Airport in New York and Sangster International Airport in Montego Bay, Jamaica.
“Although its history reaches back nearly 30 years, Bento’s sights are set forward. Innovation isn’t just a value at Bento, it’s the lens through which we approach growth,” says Erica Gale, SVP of Brand Development.
As part of this new chapter, Bento is also introducing two influencer campaigns designed to bring sushi into everyday family life. New Family Pack celebrates new moms returning to sushi after pregnancy with thoughtful care packages and complimentary rolls, while Family Sushi Nights makes sushi a weeknight dinner alternative with combo packs, gluten-free choices, and kid-friendly selections.
“We want sushi to feel simple and fun, and these campaigns are about connection and enjoyment for everyone at the table,” added Rodrigues.
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