News and Thought Pieces
Behind the scenes of Bonica and Mezcaleria
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.
Launching the new Element Fresh menu
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
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 Christmas,
Can you measure the ways branding raises profits?
“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
11 lessons for getting more work for less money from your agency!
After spending five years working in UK agencies and 15 years running my own in China, I’ve seen how some clients get amazing deals, how
Shanghai’s F&B – What’s the secret sauce?
Since we’ve all had to stop and catch our breath, I’d like to reflect on a few of the non virus battles. Who’s restaurant survived
Let’s talk about Pitching!(Part 1)
What is pitching? Agency Pitching is one route clients take when selecting a partner. This is when a client shares the same creative brief
Behind Thread Scenes with Christina Tse, Strategist
We’re at it again! When we sit down with one of our Threadsters to pick their brains and get to know them a bit better.
2019 Round Up: Top 3 Best F&B rebranding
By Harry Peng, Design Director Here we are again, a round up of F&B rebrands in China for the year, this time my three
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,
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
5 DESIGN PRINCIPLES FOR A BRANDBOOK
By Eva Liu, Art Director A Brand Book acts as the core and soul of a company, bearing the brand’s mission, outlook
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
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,
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,
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,
Shanghai Observed Podcast: Ben Weldon, Creative Director and Founder of Thread Design
Ever wonder how someone makes their way to China and ends up building an F&B Branding Agency that works with some of the most well-known
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
CHINA’S CHANGING BUSINESS MODELS
Thread Newsletter – July Edition For an agency that’s been in China for the last 14 years and have helped hundreds of brands find their
When is it time to refocus, revise or rebrand?
Thread Newsletter – June Edition We’re hitting the half way mark in 2019, usually around this time those who’ve made new years resolutions and then
Three unexpected areas where branding agencies help with market entry
By: Adam Thurland, Partner and Strategy Director I recently discovered that my iphone could be used as a magnifying glass by changing a couple
ALDI Stores Open!
Get the RMB29 ALDI sparkling wine ready, ALDI open’s its first two (yes two) retail stores in China today! It’s an especially exciting day for
China’s E-Commerce Festivals Continue to Grow
Thread Newsletter – May Edition Over the last years, China’s E-Commerce Festivals have been dominating news with jaw dropping headlines and this year was no