Askal

Hospitality

Social Media
Content Creation
Marketing
Copywriting
Newsletters
Campaign strategy (events, collaborations)

Melbourne

2024

Askal is a Filipino-inspired eatery in Melbourne blending bold flavours, wood-fire elements and a relaxed, neighbourhood feel. Rooted in both tradition and playfulness, the venue celebrates Filipino food in a way that feels modern, confident and uniquely Melbourne.

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Summary

Since the venue’s opening in early 2024, House of Tini has managed Askal’s digital presence across photography, lo-fi video, social media, email marketing and campaign strategy.

Through consistent storytelling and community-driven content, we grew Askal’s Instagram to over 22,000 followers , all through an organic-led approach with minimal ad spend.

Challenge

• Introducing a cuisine that some audiences may be unfamiliar with and making it feel approachable.
• Maintaining brand consistency across visuals and tone while the venue continued to evolve.
• Increasing community engagement and repeat visitation.
• Differentiating Askal in Melbourne’s crowded dining landscape.
• Building a recognisable voice that feels proudly Filipino but still accessible to a largely Australian audience.

Solutions

• Developed a consistent visual + verbal identity across socials, grounded in warmth, personality and a bit of cheekiness.
• Created content that educates without feeling heavy – spotlighting dishes, techniques and Filipino culture in an engaging, digestible way.
• Implemented structured content pillars to keep messaging clear and cohesive.
• Introduced storytelling-driven campaigns around new dishes, seasonal menus and events.
• Built stronger community engagement through active conversations, reposting, relationship management and audience-responsive content.