I'm unsure on the branding if I'm honest - I'm not sure if the American diner type theme is really something you would associate with the younger(T20) player? I would class it more of a 'retro' style, based at more mature people.
The reason it's strong branding is because it's different to anything else in the cricketing sphere.
But I do agree it's not necessarily something younger players can associate that said you don't need to associate to a brand to be drawn to it. Romanticism of a historical period can also evoke a strong emotive response in marketing a product to the younger generation.
Still it comes down to Horses for courses.