We developed the brand around Don—a fictional personality whose travels, memories, and culinary roots bring coherence to the concept. His story shaped everything: the name, the illustration, the typography, the voice. Wall graphics explain key ingredients; objects around the space mimic his memorabilia; candid photos from Asia hang like postcards from the journey. Packaging features Don mid-sip, head tilted back with a bowl in both hands—an image that’s both symbolic and arresting. Verbal cues like “Slurp it loud” and “Soulful” give the experience voice, while activations like “Vietnamese Week” transformed each location into a rotating culinary snapshot.