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.
How might we better communicate our slider concept to our young, Gen-Z customer using messaging and a visual language that connects with them specifically?
We took a look at the user journey, needs and behaviours when interacting with the brand, to understand what it was about White Castle that was attractive to them.
White Castle’s identity is very traditional, but we are attracting a very young audience in China. Sliders are still a new concept in China; our customers are often confused when ordering.