The Da Ben Don

Late-night cafeteria is a well-known presence in Japanese TV dramas and films, where a small place can provide people with both delicious food and healing experience. Behind it lies people's loneliness and longing for a more relaxed and interesting way of facing life and meals amidst the fast-paced and high-stress modern society. The Da Ben Don Project shows us a different way of dealing with life and enjoying meals in a fun and light-hearted manner.

Drawing insights from Japan's culture of entertainment, the design team has incorporated concepts from Japanese anime and commodity markets into the brand's visual identity. The vibrant and diverse gaming market is worth exploring for every consumer, offering a relaxing and enjoyable food adventure journey under the night sky.

The brand's IP serves as the core communication point that references and excavates numerous images from Japan's traditional and modern cultures of cinema, ultimately designing a sprite, "Niu Ka," that travels through exploration and adventure journeys. On the one hand, Niu Ka corresponds to the element of "bull" in the Da Ben Don brand, while on the other hand, it signifies the "top-notch adventurer of entertainment" and "expert of culinary exploration." This helps ground the brand's cultural concept effectively.

After the project landed, the IP image achieved very high identification in-store and gained popularity. Throughout the project, the Da Ben Don design team always faced the existing Japanese cuisine cafeteria brands in the market, constantly seeking breakthroughs. They persisted in exploring cultural possibilities and eventually penetrated the younger generation visually with their designs, demonstrating more possibilities in the visual aspects of the catering industry.