Three unexpected areas where branding agencies help with market entry

By: Adam Thurland, Partner and Strategy Director   I recently discovered that my iphone could be used as a magnifying glass by changing a couple of settings, it got me thinking, I’ve spent all this money, what other benefits does it have. As a stakeholder in a company that is looking to enter China, you […]

ALDI Stores Open!

Get the RMB29 ALDI sparkling wine ready, ALDI open’s its first two (yes two) retail stores in China today! It’s an especially exciting day for us as we’ve had to keep it secret since our first project behind closed doors back in 2016. After choosing their Chinese name and putting the pieces of local brand […]

Why Brand Purpose Matters in the Food & Beverage Industry

More so than in any other industry, most food & beverage start-up businesses are created out of pure passion (a love of food in general, a famous family dish that deserves wider recognition, a vision to change peoples eating habits etc.), and most F&B entrepreneurs – whether consciously or not – have an intrinsic set […]

We Went Plastic Free For a Week! Here’s How Things Turned Out

    It happened by chance, our office going plastic free for a week, but it brought about some interesting and positive changes to the office. The trigger for all of this began a couple weeks ago when our Account Manager Fion shared a story about The Final Straw, a collapsible reusable straw that fits […]

3 Trends Affecting Chinese Attitudes Towards Imported Food

By: Adam Thurland, Director of Strategy at Thread Design     “Eating healthy is more essential these days” is the consensus amongst participants according to recent Thread insights. Great news for imported food brands in China? It turns out that it’s not that simple… It’s no secret that the availability and ability to purchase imported food products in […]

New Yonghe King Cup Designs

Soymilk is a staple in every Chinese family’s breakfast. Growing up, children have memories watching mom’s and grandmom’s painstakingly soak soybeans, hand grind them, and drain out the bits. Nothing like a glass of soymilk, made fresh. But with today’s generation living a busy lifestyle, this tradition of making your own soymilk is fading. Why […]

We Made a Horror Movie!

Every company likes to do some kind of team building retreat, often filled with embarrassing ice breakers and awkward communication games. Anyone for interdepartmental Twister? or drinking until the interns throw up? We of course like to do things a little differently… Watch Thread’s Dead on YouTube Watch Thread’s Dead on QQ   Why we made […]

ALDI Launches in China

Today, the official launch of ALDI in China is marked with a fashion show and huge media push. Over the past few years hundreds of people have been involved in the build up, and now the real business starts. As the brand takes pride of place on the front page of TMALL, subway stations get […]

Thread is 10 years old!

Thanks to everyone for coming out to party with us on Friday night! Ten years of branding has been quite a journey, one filled with fun, laughter, tears and the occasional party and this was one of them! Can’t believe we drank 50 liters of beer, 16 bottles of wine, and 3 bottles of tequila! Thankfully we don’t […]

Mercedes Me Beijing Opens with Thread Branding!

Saturday night in Beijing saw the launch of one of our biggest projects, the new Mercedes Me Beijing lifestyle venue. Four Threadsters showed up with invites in hand to enjoy the show. Incredible stuff, we’ve not seen a launch event like this one for years. Right in the heart of Beijing’s Sanlittun area, this huge […]