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 us as we’ve had to keep it secret since our first project behind closed doors back in 2016. After choosing their Chinese name and putting the pieces of local brand […]
China’s Changing Vegetarian and Vegan Market
Thread Newsletter – April Edition More than a decade ago in Shanghai, your typical vegetarian options were probably a sad cheese sandwich, an over-priced bowl of lettuce with carrots and tomatoes, or a plain bowl of noodles. A vegan meal? It was almost impossible to get your hands on a decent one, but today – […]
Pigs, Pork and Peppa – Happy Chinese New Year!
Thread Newsletter – Chinese New Year Infographic Design Edition Pigs, Pork and Peppa: A Chinese New Year Infographic by ThreadIn 2019, one cartoon pig took the internet by storm. The Peppa Pig Chinese New Year trailer racked up 1.45 billion views in just 4 days, proving once again that in China, branding and storytelling are […]
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 easily in […]
3 Trends Affecting Chinese Attitudes Towards Imported Food
The New Old: 1950s & 60s Revival in Food & Beverage 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 […]
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 Why we made it and what was our process? […]
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 […]