The Brief

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

Our Solution

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.


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.