2019 Round Up: Top 3 Worst F&B rebranding

By Harry Peng, Design Director   As we look back at 2019, I’ve rounded up my three worst F&B rebrands in China for the year. Read on and see if you agree. Then if you’re itching for more, check out my top three best F&B rebrands in China here.   #1 Sprite Chinese Logo / […]

2019 Christmas Card: The Making Of

  Every year, we embark on a new adventure for our Christmas Card. No theme is ever the same or even near it! For 2019, that meant heading into a new decade and of course an even more major change. So with that in mind… here’s a peak into the minds of our creatives at […]

Our Surreal Christmas Cards History

2019Cyberpunk 2077 2018The Diner 2017Jurassic Jones 2016Disney Princesses! 2015The Box Set 2014Shanghai Gangsters 2013Ralph Lauren 2012Penguins? 2011Choir Christmas 2010Classic Christmas This is the one that started it all! I think we spent about an hour on it…  and it’s got bigger ever since!


    By Eva Liu, Art Director   A Brand Book acts as the core and soul of a company, bearing the brand’s mission, outlook and values. However, in most cases, brands did their Brand Books before they even needed half of those applications. In such cases, assumptions about applications would often come with impractical […]

Why all the love for product cross overs and collaborations?

  Especially from the Gen Z’s and Y’s? Well if ya think about it, traditional brands can easily come off a bit boring, safe and stale. Yet on the other side, you’ve got a young fresh brand that has the ability to surprise and fuel social media-worthy content. When done well, a collaboration will help […]

Behind Thread Scenes with Justine Lefebvre, Managing Partner

  As part of our Behind Thread Scenes series, we’re sitting down with Justine, Managing Partner, to chat about what it’s like managing an agency, how times have changed in China and what it means to be a leader. If you ever want to swing by the office and get to know her or any […]

The latest addition on our office walls

  Our version of team building? A weekend of fear-conquering, points-based challenges, all wrapped up with a themed costume BBQ cook off! Lucky for us, it was all set behind sunshine and warm weather in lush Moganshan.     Fear conquering on a 22 meter wall No one told us it was already 40 meters […]

China’s Generation Z: They’re young, entitled and have cash to burn

Thread Newsletter – August Edition It’s back to school season and as parents are nervously getting their kids, teens and young adults ready for school, we’ve turned our attention to that exact same group. Why you might ask? Well this group, called Generation Z (born between 1997 to 2016), is a force to be reckoned […]

Behind Thread Scenes with Adam, Strategy Director & Partner

  At Thread, we believe that it’s the people that you “work” with (both colleagues and clients) and the challenges you take on that make “work” exciting and worthwhile. We’ve put work in quotes because we also believe that if it feels like work, then you’re doing it wrong. There is a purpose to all […]