The Brief

Develop 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.

Our Solution

Several workshops and creative sessions went into creating this particular brand. 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.


Making aggressive kittens a city-wide symbol for thirst quenching with a timeless brand concept, product branding, menu design, signage, and more.