The Brief

We were asked to work with a novel micro brewery concept in Shanghai that would combine the traditional pub feel with a sports bar. Thread was pulled in to assess market trends, define brand opportunities, and strategize positioning for this unique and authentic experience.

Our Solution

Taking a 1900’s perspective on the modern day pub/microbrewery (think sport games, beer, and western food), we designed a strategic brand positioning as “A Fresh Heritage”. To bring this concept to life, Thread built historical elements behind this new brand experience, complete with authentic narration, printed archives, and background stories for every brewed beer.


Shanghai Brewery is now the quintessential bar experience for Shanghai’s city dwellers. Thread to thank for brand concept, product branding, website,
interior design consultation, menus, signage & more