Our approach was to shape a brand and restaurant experience that would generate a sense of intrigue and nostalgia that could connect with modern Shanghainese customers. To do this, we drew from the identity of Peranakan Malays– a Malaysian ethnic group of Chinese origin, and the culture from which the restaurant’s menu is based.
The brand is centred on our character of Madam Datin. In Malaysia, a “Datin” is the title for the wife of a Datuk, and it carries prestige and honour. She is a modern woman who connects with tradition and femininity– she is fashionable, educated, capable and empowered, but takes pride in establishing a sense of home, and the central role of food and cooking.