Bentoville Voice & Tone
“Redefining the art of dinner”
For:
Bentoville via All Turtles
2023–2024
Elevated dining in the American heartland
When you think of fine dining, you may think of places like Paris, New York, and Tokyo — but probably not the Northwest corner of Arkansas. Bentoville is changing that.
Impeccably crafted experiences
In the same way a performing arts hall hosts exceptional performances by top musicians, Bentoville’s Food Concerts turn exceptional meals into events, with award-winning chefs as the stars.
A Food Concert is exactly what it sounds like: dining as an artistic experience. Michelin-starred culinary talent from across America and Asia comes to Bentoville for exclusive short-term engagements, also creating the menus for sumptuous meals served every day.
An elegant, well-traveled local
As Bentoville experimented with the format and established its footing, I guided the brand’s elegant voice and tone. But it was important to avoid snobbery or hipsterism. Instead, Bentoville presents itself as a well-traveled local who knows great food and is eager to share amazing experiences with you.
We also shunned the sort of faux-exoticism that still burdens Asian food in America. As the brand guidelines state, “leave the ‘exotic east’ to your grandpa.”
My work, which also covered product and event descriptions, taglines, headlines, and the occasional social media post, set the table for ongoing support from a long-term copywriter and Marketing Manager. In 2026 Bentoville is opening a permanent multi-stage “food theater” space, making Food Concerts an enduring part of the local culture.
Project Team
Executive Leadership — Phil Libin, Marina Teper
Visual Design — Dala Botha, Carlos Rocafort IV
Brand Messaging — Forrest Bryant
Copywriting — Forrest Bryant, David Perez
Motion Design — Peter Kemme
