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.



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


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.


We’d love to be able to create a project like Boxing Cat with your company. If you’d like us to be part of your team, and create something incredible, get in touch.