Overview
Client:
3Fils
Industry:
F&B – Modern Asian Cuisine
Region:
Dubai, UAE
Services:
Branding · Media Production · Website Development ·
Digital Marketing
monthly website visitors
social media followers
increase in brand awareness
About 3Fils
3Fils is a modern Asian restaurant in Dubai, created by three friends who wanted to serve “truth on a plate” — food that’s honest, crafted with care, and rooted in Japanese precision blended with contemporary Asian flavors.
The vision was clear: A place that feels premium but never pretentious. A warm, welcoming space where every detail – from the plate to the playlist – reflects craftsmanship and authenticity.
When 3Fils approached The Portal Agency, there was no name, no logo, no digital identity – only a powerful idea and a shared dream. Our mission was to turn that into a brand people could see, feel, remember, and talk about.
Objectives
Together with 3Fils, The Portal Agency defined clear objectives:
1. Create a distinctive brand platform – name, story, identity, and positioning that stand out in Dubai’s F&B landscape.
2. Build a cohesive experience across physical and digital touchpoints (interiors, menu, packaging, website, social).
3. Launch a strong digital presence that drives awareness, traffic, and reservations.
4. Grow brand awareness and community, turning first-time guests into loyal advocates.
Our Strategy
The Portal Agency designed an integrated strategy built on four pillars:
1. Brand Creation & Story: Translate the founders’ vision into a brand name, story, and symbolism that capture friendship, honesty, and craftsmanship.
2. Visual Identity & Experience: Develop a minimal, modern, premium identity that can live across décor, menu, packaging, website, and social.
3. Digital Presence & Discoverability: Launch a high-impact website, social channels, and a local SEO foundation to make 3Fils easy to find and explore.
4. Content, Social & Paid Campaigns: Use storytelling, media production, and targeted paid ads to generate awareness, engagement, and traffic.
Brand Creation, Naming
& Story
We started at the core: Who is 3Fils?
- Developed the name “3Fils” around the idea of three friends / three coins / one truth on a plate – a symbol of honesty, simplicity, and connection.
- Built the brand story around friendship, authenticity, and craftsmanship, positioning 3Fils as a modern Asian destination where people feel both impressed and at home.
- Defined the tone of voice: warm, confident, and understated – premium without being loud.
This strategic foundation guided every visual and verbal decision that followed.
Visual Identity, Décor & Menu
We translated the story into a tangible visual world:
- Designed a logo inspired by three soft lines, echoing the natural texture of fish skin and the “three coins” concept – balanced, minimal, and elegant.
- Built a color palette inspired by sea and wood – deep, warm tones that reflect both the ocean and the restaurant’s cozy interior.
- Defined typography and layout rules that feel refined yet calm.
- Extended the identity into: Menu design – simple, clean, and easy to navigate - Packaging and printed materials - Décor direction – ensuring the restaurant space visually aligns with the brand
The result: a brand world where every detail subtly tells the 3Fils story.
Website Development
To anchor the brand digitally, we designed and developed the 3Fils website from scratch:
1. Created a visually rich, user-friendly website that showcases: The story and philosophy behind 3Fils - The menu and specialties - Location and practical information
2. Focused on clean UX, making it easy for visitors to: Discover dishes - Understand what makes 3Fils different - Take action (visit, call, or book)
3. Optimized the site for search engines and mobile, ensuring discoverability and a smooth experience on any device.
The website became the digital face of the restaurant, reflecting the same craftsmanship as the food.
Social Media & Marketing
On social media, we didn’t just post plates – we told stories.
1. Set up and managed Instagram, Facebook, and Twitter as the main channels.
2. Built a content strategy focused on: Behind-the-scenes moments: chefs’ hands, fresh ingredients, plating in progress - Hero dishes and seasonal specials - The philosophy and people behind the brand
3. Used high-quality photography and video to showcase the textures, colors, and details that make 3Fils unique.
4. Maintained a consistent visual grid and tone, so the brand felt recognizable at a glance.
Social media became a visual journey of craftsmanship and flavor, not just a menu feed.
