New Yonghe King Cup Designs
Soymilk is a staple in every Chinese family’s breakfast. Growing up, children have memories watching mom’s and grandmom’s painstakingly soak soybeans, hand grind them, and drain out the bits. Nothing like a glass of soymilk, made fresh. But with today’s generation living a busy lifestyle, this tradition of making your own soymilk is fading. Why […]
We Made a Horror Movie!
Every company likes to do some kind of team building retreat, often filled with embarrassing ice breakers and awkward communication games. Anyone for interdepartmental Twister? or drinking until the interns throw up? We of course like to do things a little differently… Watch Thread’s Dead on YouTube Watch Thread’s Dead on QQ Why we made […]
ALDI Launches in China
Today, the official launch of ALDI in China is marked with a fashion show and huge media push. Over the past few years hundreds of people have been involved in the build up, and now the real business starts. As the brand takes pride of place on the front page of TMALL, subway stations get […]
Boxing Cat Sells to AB InBev
Although we would love to take credit for building a brand that just sold to a global giant – the recognition can only go to Lee, Kelley, and Michael; the owners of this successful Shanghai craft brewery. Their hard work and determination helped the business become noticed in a city where it is difficult to […]
Ten things we’ve learnt in a decade of Thread
Advice for our competitors! by our creative director, Ben Weldon It’s been a whole decade since Thread was born in Shanghai and it’s been a thoroughly enjoyable bumpy ride! With so much to learn and so few people to learn from, we’ve had to learn as we go. From the early days when Louise and I founded […]
Thread is 10 years old!
Thanks to everyone for coming out to party with us on Friday night! Ten years of branding has been quite a journey, one filled with fun, laughter, tears and the occasional party and this was one of them! Can’t believe we drank 50 liters of beer, 16 bottles of wine, and 3 bottles of tequila! Thankfully we don’t […]
Mercedes Me Beijing Visual Identity
Earlier this year Mercedes Me engaged us to create the branding for their new project. The Beijing development is the largest of the their newly established lifestyle brand experiences, a mammoth 5,000sqm space in the capital’s Sanlitun district marks the their first in Mainland China and follows launches in Tokyo, Hong Kong, Hamburg, Milan, and Munich. More than […]
Mercedes Me Beijing Opens with Thread Branding!
Saturday night in Beijing saw the launch of one of our biggest projects, the new Mercedes Me Beijing lifestyle venue. Four Threadsters showed up with invites in hand to enjoy the show. Incredible stuff, we’ve not seen a launch event like this one for years. Right in the heart of Beijing’s Sanlittun area, this huge […]
FAT COW 2 TO OPEN IN JING AN
Congratulations guys! After 2 years of success in HongMei, Fat Cow is now coming to downtown. Prepare yourself for the best burgers north of YanAn. Our brand concept of a rich cow, a play on fat cats, uses a combination of US dollar bills and the Chinese 100 Yuan note to create a unique identity […]
Harry’s opens in K11 with floor to ceiling character designs
Itching for a bite of creativity? Swing by Harry’s Kitchen at K11 for a fix. Head over with a friend or your family to bake some goodies and whip up some beautiful creations made of cakes, cookies, cupcakes or cake-pops. Oh and if you haven’t heard of an ice-cream cone cupcake, try baking and then decorating one […]