Benshi Audio Branding - Case Study
Who is Benshi?
Benshi is a platform dedicated to children’s and family cinema.
Its ambition is simple: introduce children to cinema through a carefully curated and accessible selection, while reassuring parents about the quality of the content.
Benshi stands for a gentle, cultural and educational approach, with a strong artistic sensitivity at its core.
Why sonic branding?
The goal was not to “make noise”, but to add an emotional and recognisable layer to Benshi’s identity.
A sonic logo makes it possible to:
create a discreet yet memorable signature,
accompany different uses (videos, editorial content, animations),
strengthen overall brand coherence without ever overpowering the image.
For Benshi, the sonic branding needed to reflect the same promise as the platform itself: something warm, accessible and elegant, able to speak both to children and to adults.
An approach driven by emotion and usage
From a sound perspective, I proposed a slightly regressive palette, soft, curious and inviting.
A way to evoke childhood without caricature, while staying true to Benshi’s cultural standards and refined identity.
Some harmonies deliberately draw inspiration from cinema, adding a sense of elegance and musical discovery, in line with Benshi’s mission: opening the ears as much as the eyes.
The sonic logo was designed as a short sound narrative of about five seconds, closely tied to the visual motion:
a gentle introduction that captures attention without being intrusive,
a subtle moment of curiosity (for the wink reference),
followed by a final climax that establishes the sonic signature.
The final punctuation remains intentionally short and neutral, allowing smooth transitions into subsequent content without creating fatigue or disruption.
The overall result needed to feel warm, caring and immediately recognisable, while leaving space for what comes next: the film, the story, the experience.
Sound palette breakdown
Strings
Strings bring immediate emotional depth and a cinematic quality. They introduce softness and resonance while echoing the film culture that Benshi promotes.
Harp
The harp introduces fluidity and delicacy, reinforcing the sense of lightness and ease.
Voice
A soft voice was used to convey reassurance and warmth. It humanises the sonic signature and creates a subtle emotional bond.
Sound effects
A subtle projector sound creates a direct link to the world of cinema, bringing an organic and almost tactile dimension.
Xylophone / Marimba
These sounds add a playful, slightly regressive touch, evoking childhood in a subtle and non-cliché way.
Textures
Textures act as a connective layer between melodic elements, ensuring continuity and cohesion.
Bass and percussive elements
Bass and percussion structure the rhythm and support the progression of the logo, adding grounding and gentle weight.
Result
All these elements come together to form a soft, recognisable and reassuring sonic signature.
It supports the logo without overpowering it, creating a short sound narrative that naturally captures attention and resolves smoothly.
Easily adaptable across different contexts (logo, trailers, app, web), this sonic identity becomes a simple and memorable reference within the Benshi universe.
This project perfectly reflects my approach to sound design and sonic branding: starting with meaning, intention and universe before thinking about sounds themselves.
The goal is never to overdo it, but to create a balanced and lasting signature.
Many thanks to Benshi for their trust, to Loïc for the motion design, and to Le Dimanche Studio for the artistic direction.
If you’re working on a branding, video or sonic identity project
and are looking for a similar approach, I’d be happy to talk 🙌!