Following the Global craze of gourmet burger restaurants, Shanghai’s infamous restaurant street (HongMei Lao Wai Jei) wanted it’s very own.




Letting Fat Cow imply wealth and excess, like a fat cat or cash cow, we let money be our inspiration; The recognizable graphics of the American dollar bill, matched with the hunger inducing reds of the Chinese 100 Yuan.


我们决定用钱币作为灵感,使用醒目的美钞式图样配合人民币百元大钞那令人感到饥饿的红色,为Fat Cow增添一分大款的气息。



Reinventing the traditional burger joint, Thread created Fat Cow’s concept, logos, interior and exterior brand signage, coasters, menus, branding iron, flags, take away packaging, sticker sets, and website. Working closely with our Interior design partners over at Red, we aimed to create a western feeling brand for all the interior decorating, wall graphics, and hand painted artwork.



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