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Thread Design

Boutique Agency | Shanghai

Hello White Castle

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.