Old Roast, New Wrap
Eva Liu May 29, 2025
Global brands face a choice: stay classic or localize fast. This article explores how coffee packaging now wraps more than beans—it wraps culture, price point, and personality—from old world to new wave.
Global brands face a choice: stay classic or localize fast. This article explores how coffee packaging now wraps more than beans—it wraps culture, price point, and personality—from old world to new wave.
The food and beverage industry has always been influenced by nostalgia, but right now, we’re in the middle of a full-blown mid-century revival. Everywhere you look, restaurant branding is embracing the aesthetics of the 1950s and 60s: bold, whimsical typography, playful illustrations, and a sense of handcrafted authenticity. But why?
Thread Design’s recent work on the menu relaunch for Coquille Seafood Bistro—refining the fine dining experience through subtle menu psychology and elevated menu design.
Between the blazing sun, monsoon rains, drunk people, and the occasional generously proportioned guest testing the limits of physics, it became clear that durability wasn’t optional.
This is, hands down, the biggest project we’ve ever taken on—and honestly? It’s been wild. What started as a branding challenge snowballed into everything. We’re talking furniture design, sourcing materials, interiors, lighting, menus, signage, even the uniforms. Somewhere along the way, this project fundamentally changed what we do as a company.
What do you get when a lifelong obsession with ice cream collides with world travel, an Instagram following of 20k, and a burning question: gelato, ice cream, or sorbet? Answer: Eliot’s Ice Cream Philosophy.
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
The eagerly anticipated grand opening of Fook Wo Kwong (福和光), a prestigious Cantonese restaurant, marks a significant milestone in culinary excellence. We are thrilled to announce the successful launch (and launch of our branding) in this high-end establishment, showcasing a seamless fusion of tradition and modernity.
The Refinery’s partnership with us brings a fresh visual identity to its establishment in Xin Tian Di. The new signage, while modest, reflects the essence of The Refinery’s commitment to quality dining experiences in the vibrant neighborhood.
Official merch with authenticity stamp, a specifically crafted blend, and packaging that makes you feel like being at the heart of the Old Trafford stadium. Tmall shop the Glory blend here!
How to come up with an innovative, creative, functional packaging solutions tailored for consumer brands. A glimpse at Thread packaging system design for DMAST art supplies
What is rebranding? There might be more options than you think…
Rebranding is not just about changing a logo. It covers all the possible ways to go about enhancing a brand experience. Actually, you may not need to change your logo, at all.
We talk about Brand Overhaul (or Revamp) when the entire brand gets updated: logo, story, collaterals, maybe even the name! On the other side, Brand Consolidation and Brand Extension are taking the existing brand assets (for instance, the logo, the name, aspects of your internal personality, etc.) and turning it into an integral, consistent and immersive brand experience. Your brand becomes a strong asset for your business, now and in the future.
Many of entrepreneurs are finding rebranding challenging – so we have compiled our key learnings in a two-part article. First: how to decide on making the jump.
Here are five cool design trends for restaurant branding in 2023, along with tips on how to use them in your marketing and social media campaigns:
This week has undoubtedly been my heaviest usage of AI. Primarily chatGPT and MidJourney. I’ve written and illustrated children’s books. I’ve made 1980’s mail order catalogues, produced a gangster rap about getting a job in a bank, and have been given nightmares by combining Victorian dolls and fast food. Reading, researching and playing and I’ve come to a rather chilling conclusion.
As we all need a little distraction and fresh inspiration, we’re sharing with you three new case studies we’ve been particularly invested in this year. If any of the intros below leaves you wanting for more, you’ll be able to find more in depth versions with their fair shares of pictures and process details on our website as well.
What does AI mean for creativity in your branding. We’ve been playing a lot with AI recently. Inspired by artificial intelligence art from midjourney and
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
Some behind the scenes work of our latest projects we’re going to share our full process on a piece of work that we’re super excited about.
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.
“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
I’ve pitched with many partners and against countless competitors, I know their tricks and shortcomings too. As clients are cutting budgets, yet need increased productivity
Since we’ve all had to stop and catch our breath, I’d like to reflect on a few of the non virus battles in the restaurant
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.