Thread is a brand strategy and brand experience agency. Founded in 2006, its team specializes in the F&B, hospitality, education and wellness industries, with services covering identity to digital and all areas of graphic execution.
Thread Design is the agency behind brands like Boxing Cat, Shanghai Brewery, Sproutworks, Mercedes Me Beijing, and many others.
Beast of the East was a brand creation project that was close to our hearts, not just our taste buds.
The Chinese craft beer market has such huge potential, every major brewer in the world is trying to work out how to get their foot in the door, as a small brewery, we needed to be different, and stand out. We wanted to create a brand that was both authentic and that represented the people whom brew the beer. Beast is not a monster, Beast is an attitude.
In Chinese, 啤里啪啦, it is a phonetic word, referring to dramatic and blasting sound, however by replacing the first character with 啤, meaning beer, it gives a new layer of meaning, suggesting there is a blast/dynamics/movement in the beer.
Different meaning different target market. East can represent two area’s depending on where you’re from. For Chinese consumers, East is Shanghai, for the large expat population, East is China as a whole. Both work. China is such a vibrant and exciting place to live, we wanted to show that through the branding, identifying characters that just don’t give a damn. The Kung-Fu Grandpa, Karaoke Freddy Mercury, Parkour Yoga Girl, every day people who stand out loud and proud. These are our Beasts of the East.