Making aggressive kittens a city-wide symbol
for thirst quenching
The challenge was
to create a brand that will be both
easily recognizable and able to
stand the test of time in a city
full of bars and gastro-pubs.
Via several workshops and creative sessions went into creating this micro brewery for a macro market. We found our challenge was staying true to BCB’s unique logomark– which integrates the rich history of boxing with the bright energy of modern China–and also establishing a brand that the local customers could get behind. In the end, Thread created a unique branding story and concept that proved successful in the tough industry.
Crafting the positioning statement; Boxing Cat are proudly a Chinese beer brand based on the principles of high quality international brewing techniques. Bold and powerful, this cat packs a punch.
The iconic Fuxing Lu Boxing Cat lightbox signage. A calling for beer lovers all over Shanghai, synonymous with quality craft beverages since 2008.
After creating the original identity we partnered with the brand for a number of years, creating visual identity guidelines, packaging, print production many design services.
Making aggressive kittens a city-wide symbol for thirst quenching with a timeless brand concept, product branding, menu design, signage, and more.