When Great Isn't Enough
The Challenge
Ember had everything in place: a stunning space, an extraordinary menu crafted by a head chef with exceptional skill, and meticulous attention to detail. Yet in Singapore's fiercely competitive dining landscape, even excellence couldn't guarantee growth.
Digital visibility remained frustratingly low. Weekday traffic languished. The restaurant's compelling story wasn't reaching the right audience. TWS was engaged to transform potential into undeniable momentum.
The Ember Identity: Born of Fire
TWS redefined Ember's narrative around one powerful, elemental concept: Born of Fire. This became the foundation for an integrated brand system built on authenticity, warmth, and modern refinement — a story that resonated deeply with discerning diners seeking more than just a meal.
Craftsmanship
Every dish shaped by flame and precision, honouring traditional woodfire technique with contemporary flair.
Warmth
A dining room alive with genuine connection, comfort, and the irresistible pull of shared experience.
Modern Refinement
Rustic technique meets polished experience — where raw authenticity embraces sophisticated design.
Turning Story into Strategy
Strategic campaigns that ignited engagement, drove bookings, and elevated Ember's position in Singapore's dining scene. Each initiative was designed to amplify the brand's core story whilst addressing specific business objectives.
1
'Fire Week' Anniversary Campaign
Concept: A bold week-long steak celebration that set social feeds ablaze with mouthwatering content and exclusive offers.
Impact: Over 8,000 impressions, completely full bookings throughout the week, and exceptional viral share rate that extended reach far beyond paid media.
2
'The Woodfire Brunch' Launch
Concept: Created compelling weekday appeal with accessible set menus at $28++ and $48++, democratising the Ember experience without compromising quality.
Impact: Significantly boosted weekday footfall, diversified clientele base, and established new revenue streams during previously quiet periods.
3
'Wine × Fire' Storytelling Series
Concept: Showcased Ember's sophisticated wine programme through cinematic video storytelling that captured the romance of pairing fine wines with flame-kissed cuisine.
Impact: Elevated brand perception dramatically, increased average spend per diner, and attracted wine enthusiasts as a distinct customer segment.
Keeping the Fire Alive
TWS continues to evolve Ember's journey with innovative campaigns and systems that drive sustained growth. Our partnership extends beyond short-term wins to build long-term brand equity and customer loyalty.
Festive 'Gifts of Fire' Campaign
Seasonal holiday menus and curated group dining sets that drive high-value bookings during peak periods whilst maintaining brand premiumisation.
CRM & Loyalty Integration
QR-based remarketing system capturing customer data at point of experience, enabling sophisticated segmentation and personalised follow-up campaigns.
Cinematic Reels Series
Short films blending evocative sound design, mesmerising fire visuals, and compelling storytelling that position Ember as lifestyle aspiration, not just dining option.
Lifestyle Collaborations
Strategic partnerships with wine collectives, travel media, and experience brands that align with Ember's audience values and expand brand reach organically.
Measured Growth. Emotional Connection.
TWS Branding × Ember
A Partnership that Burned Brighter
At TWS Branding, we don't just market restaurants — we grow them. Every story we tell is built on insight, rigorous data analysis, and emotional resonance that creates genuine connection.
When creativity meets performance, brands don't just get seen — they get remembered, recommended, and revisited. Ember's transformation demonstrates what's possible when strategic thinking and authentic storytelling combine.
