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.
Global retail giant ALDI decided to take on the China market and selected us to support them on their journey.
Working with the senior team since day one, we had the proud responsibility to name ALDI for their new adventure. Based on insights and a solid understanding of their market positioning, the name 奥乐齐 was finally chosen as matching a long list of criteria. From there we worked with the global brand team to design and adapted the visual identity.
After the initial brand phase we worked with ALDI and their partners to establish the product key selling point of the products, leveraging competitor bench-marking. From content creation to graphic execution we created over 150 product detail page of ALDI CHINA’s Tmall pages.