Already familiar.

Before the opening

When the founders first approached FableForce, Pera was still taking shape.

They had the name. They had the recipes. The location at South Beach Avenue had been confirmed, and the interior was already being developed.

But the idea holding everything together was still missing.

The founders wanted Pera to feel welcoming. They wanted guests to experience something of Türkiye when they stepped inside, rather than simply eat Turkish food in another restaurant.

That feeling had to become something people could see, understand, and remember.

Welcome home

The name came from Istanbul’s historic Pera district, a meeting point between cultures and communities. To the founders, it represented a connection across the seven regions of Türkiye and the different traditions each one carried.

The opportunity was not simply to make Pera look Turkish. It was to make Turkish hospitality something guests could feel.

Turkish hospitality is generous, personal, and instinctively warm. A guest is not treated like a transaction. They are welcomed, fed, and made to feel that they belong.

That led us to the idea that would guide the restaurant:

Welcome Home, Pera.

It gave the name emotional meaning and turned Pera into more than a visual interpretation of Türkiye. It could become a place where guests felt looked after from the moment they arrived.

Make it felt

We carried that sense of welcome into everything guests would encounter.

The identity and menus introduced Pera’s character. Photography, films and campaigns brought its people and food to those who had yet to visit.

We also worked alongside the interior direction so that the physical restaurant and public-facing brand felt like parts of the same experience.

Istanbul became a recurring visual thread. The Galata Tower, architectural details, illustrated landmarks, food, people, and stories gave Pera a recognisable world of its own.

Familiar faces

A new restaurant usually asks people to trust a menu, a few photographs, and an opening announcement.

We wanted people to know who was behind Pera before the doors opened.

The documentary introduced the founders, chef, food, and origins of the restaurant through their own voices. Instead of presenting Pera as a polished but distant concept, it gave people someone to recognise and a story to follow.

Guests later told the team that they had discovered Pera through its social content. Some recognised the founders and chef from the videos and asked to meet them when they visited.

The content had done more than create awareness. It had made the people behind the restaurant feel familiar.

Stories of home

Pera's owner took on a Chinese-speaking challenge, sharing that they had spent 17 years in Singapore.

Other films explored the sounds of Pera, its Turkish roots, and a National Day menu called Two Homes on One Table. Each offered a different way into the restaurant's idea of home.

Take Türkiye home

The idea of welcome continued beyond the meal.

We illustrated eight places across Türkiye as a collection of postcards, each offering guests a glimpse into a different landscape, landmark, or memory.

Together, they extended Pera’s story beyond Istanbul and reflected the founders’ desire to represent the country in its richness.

They also gave guests something tangible to carry away: a small reminder of where they had been and an invitation to discover more.

Chef series

We put Volkan İnce, Pera’s executive chef, at the centre of a series of films.

Each episode followed him as he introduced a dish and cooked it from scratch, revealing the skill and care behind Pera’s menu.

The series drew attention to the food while making Volkan a familiar face of the restaurant.

Drinks series

We gave Pera's drinks their own series, from signature cocktails to Turkish lemonade. Each short film introduced one drink, making the bar part of the restaurant's story.

Reviews made easier

Google reviews are a crucial part of a restaurant’s digital presence, helping new guests decide where to eat. But leaving one usually means searching for the right listing after the meal.

To encourage more reviews, we designed a branded NFC card that took guests directly to Pera’s Google review page with one tap—while the experience was still fresh.

Behind each dish

A photograph can show the finished plate. Film could show what went into it.

We focused on the moments that create appetite: heat rising from the grill, dough being worked by hand, sauce meeting a finished dish, and the pace of the kitchen as service began.

These details helped people sense the care and energy behind the food before making a reservation. The kitchen was no longer hidden behind the menu. It became part of the reason to visit.

Reasons to return

A restaurant is not built through one launch campaign.

People need new reasons to notice it, return, celebrate, and bring others with them. We continued developing Pera’s presence through seasonal campaigns, cultural stories, private dining promotions, everyday social content, photography, video, and menu creatives.

Each campaign began with a real occasion rather than a generic promotion.

Tombala brought a familiar Turkish New Year tradition into the dining room. Ramazan centred on gathering and breaking bread together. Valentine’s Day became Valentine's at Pera. Private dining content showed what an evening could feel like when the space was shared with the people who mattered.

Together, these stories kept the brand active without losing the warmth at its centre.

The content played two different roles. Everyday chef, lifestyle, and educational posts maintained a steady presence between occasions. Stronger ideas occasionally travelled much further.

One chef-led Reel reached 42,333 views and generated 346 shares and 135 saves.

Around the table

Weekend breakfasts, shared meals, and a retro 90s night gave Pera new stories to tell. We brought those occasions into short films, inviting people to picture their next visit.

Special events

From a 90s retro party to gathering for Ramazan, each occasion gave people a different reason to come together. We carried those invitations into short films for Pera's social channels.

Giving event organisers something concrete to share

Private dining often begins with one person gathering options for everyone else.

They need more than photographs of the restaurant. They need to understand the spaces, capacity, menus, packages, dietary options, equipment, and what an evening could look like for their group.

We created an eight-page corporate brochure that brought those decisions into one place.

It introduced Pera’s main room and terrace, explained the different ways each space could be used, presented sample menus and package starting points, and gave organisers a clear route to enquire.

The brochure did not try to answer every possible question. It gave organisers enough clarity to decide whether Pera could work for their event, then made the next step obvious.

Starting conversations

We ran a Facebook campaign to build brand awareness for Pera, using a short film to introduce the restaurant to people who had yet to visit.

Private dining is rarely booked from a single advertisement. Guests usually want to ask about dates, group size, menus, and how the space might work for their occasion.

We placed the enquiry flow inside WhatsApp, where that conversation could happen naturally.

Guests arriving from Facebook could request an event quote without moving between disconnected channels. The flow generated private-event enquiries and confirmed bookings, giving Pera a warmer and more direct path from interest to conversation.

Paid campaigns also generated website visits and messaging conversations, creating new ways for prospective guests to engage with the restaurant.

A visual library built for daily use

A restaurant continually needs fresh material: a new menu, a seasonal campaign, a social post, an event promotion, or simply a reminder of what makes dinner worth anticipating.

We photographed Pera’s menu as a working visual library rather than a one-off shoot.

Each image could move between menus, campaigns, social media, advertisements, and other restaurant creatives while retaining the same appetite and warmth.

That gave Pera a consistent way to present its food long after opening day.

The launch was only the beginning

Our work with Pera did not end when the restaurant opened.

We continue to handle its marketing activities, photography, videography, social media, campaigns, menu design, and other guest-facing creative needs.

That ongoing role allows the restaurant to respond to new occasions without losing the story that made it recognisable in the first place.

Before its first anniversary, Instagram Insights had recorded more than 541,000 views and 97,500 accounts reached. Sixty-nine percent of those views came organically, with approximately two-thirds of the audience based in Singapore.

Guests also told the team they had discovered Pera through social media, and some recognised the founders and chef from the videos when they arrived.

Pera began with a name, a collection of recipes, and a desire to make people feel welcome. The system built around that idea gave the restaurant a presence people could recognise before they ever walked in.