Phuket’s Next Beach Club – Fira – Branding and creative direction


From restaurant naming, to logo design, marketing to interior consulting, it’s all coming together – and now in 3D! This project has been in the works for well over a year. Indeed, it is huuuuuuge! Below is a few of the renders we’ve been generating to get a better understanding of the space before it’s built. […]

Where are these F&B risk takers now!

Newsletter Armada

What happened in the year of the Ox, who found success, and who won some awards in this crazy food and beverage industry?! We’re going to look at how our favourite brands have been doing in the year of the Ox: what they’ve done and how they’ve done it! We promise they are not ranked […]

Launching the new Element Fresh menu

Element Fresh Menu 2021

Over the past few months, we’ve been working side by side with Element Fresh on their rebranding project, which includes the roll-out of their all-new menu. We are thrilled to see the project come to life.

Wishing you merry very surreal Christmas 2020

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Trying very hard not to sum up the year as there is still a few days to go, anything could happen! Let’s focus on rebranding Christmas, if you’re new to Thread Christmas cards, this is a tradition as old as time itself, maybe older.

Can you measure the ways branding raises profits?

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  “Why should I spend money on branding not marketing?” A conversation that comes up often while we’re talking to clients (especially in China), how can we quantify value for money? Is it worth it? And it’s a great question to be asking. If your product or service is not unique, there is no doubt […]

Let’s talk about Pitching! (Part 3)

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What’s the most challenging part?
As the industry has taken to asking for strategy or naming as part of the pitch. These things come from teamwork and collaboration with a client, two things that are missing from a pitch set up. As such, pitching brand strategy becomes guess work. Unlike the advertising industry, there is no media spend to balance out the risk.

Let’s talk about Pitching!(Part 2)

Benjimints A Pitch From A Branding Agency To Clients 9def3d6a Bc42 40ec A52e 129aa82667d7

Do you like to pitch? of course not! Fear of the unknown is a human instinct. A pitch is typically something that takes a lot of time and effort but may not pay off. It’s really scary to be in front of so many people and tell them about our ideas.

Let’s talk about Pitching!(Part 1)

Benjimints A Pitch From A Branding Agency To Clients 9def3d6a Bc42 40ec A52e 129aa82667d7

Agency Pitching is one route clients take when selecting a partner. This is when a client shares the same creative brief with a select number of agencies, who then turn around to hash away at the problem and then pitch their idea or solution to them. Typically agencies don’t get paid for pitch work, but if they win they get the entire project (usually a decent size) or the retainer for a set number of years.

2019 Christmas Card: The Making Of

Team Branding

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. (edit: who could have known how 2020 would have turned out!) So with that in mind… […]


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    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 […]