Shashlik in Singapore Draws a Few Pages from History Books for New Branding via Blak Labs

Shashlik, one of Singapore heritage restaurants, Shashlik has just refreshed its menu, décor and website via Blak Labs through the use of storytelling behind the dishes.

“Russian cuisine dates back to the 18th century and is as complex as its flavors,” said Alan Tan, owner of Shashlik Restaurant. “With this branding effort, diners will not just savour the taste but the significance behind our signature dishes. I’m excited to tell the stories behind our dishes that have never been told before. It’s a fresh experience to both returning and new guests.”

“As a haven of classic dishes, Shashlik is a legend,” added Charlie Blower, Managing Partner of Blak Labs. “Now being run by the second generation of Shashlik family members, we wanted this heritage restaurant to appeal to a younger audience.”


Shashlik was established by the late Tan Niap Hin and eight colleagues from the Russian restaurant Troika when it shut down in 1985. Opened on 23 April 1986, “Shashlik has made a name for itself serving Russian and Continental cuisine with Hainanese flair,” said a release.

“Our campaign celebrates firm favorites from the menu by telling the story behind the dish. As we all know, the tastier the tale, the quicker it gets devoured!” said Blower.


Copywriters: Praveen Amarasuriya, Charlie Blower, Justin Lim
Art Director: Regina Lee
Typographer: Regina Lee, Cyndi Teo
Web Design: Regina Lee
Web Development: Bala Suruliraj
Photography: John Heng, Da Photographer



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