Why Brand Purpose Matters in the Food & Beverage Industry

More so than in any other industry, most food & beverage start-up businesses are created out of pure passion (a love of food in general, a famous family dish that deserves wider recognition, a vision to change peoples eating habits etc.), and most F&B entrepreneurs – whether consciously or not – have an intrinsic set […]
We Went Plastic Free For a Week! Here’s How Things Turned Out

It happened by chance, our office going plastic free for a week, but it brought about some interesting and positive changes to the office. The trigger for all of this began a couple weeks ago when our Account Manager Fion shared a story about The Final Straw, a collapsible reusable straw that fits […]
3 Trends Affecting Chinese Attitudes Towards Imported Food

By: Adam Thurland, Director of Strategy at Thread Design “Eating healthy is more essential these days” is the consensus amongst participants according to recent Thread insights. Great news for imported food brands in China? It turns out that it’s not that simple… It’s no secret that the availability and ability to purchase imported food products in […]
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 […]