Thread Design - Brand Consultancy

Thread Design - Brand Consultancy We're Thread, an independent full service branding consultancy w/ global reach & sweet tooth for Asia

KNITTING TOGETHER BRAND EXPERIENCES

Established in 2006 with offices in China and Indonesia we now serve clients in over 15 countries. We bring together a passionate team whom are experts in strategy, design and innovation. Our philosophy is to focus on the right challenges, align all stakeholders, then use creative thinking to move brands towards a delicious future.

03/03/2026

A different way to present a hotel.

In collaboration, Red Design and Thread created an alternative interior showcase for the new Hyatt Centric Shanghai.

Rather than a traditional walkthrough, using all original photos this AI-driven film explores mood, materiality and atmosphere, translating physical space into a cinematic narrative.

Design doesn’t have to sit still!

Interior design by Red Design.

AI film produced by Thread, using Nano, Kling and way more Adobe Premier than we like to admit.

A few more from behind the scenes at Kipo. The staff uniforms pick up the same threads as the space—tones from the pots,...
24/04/2025

A few more from behind the scenes at Kipo. The staff uniforms pick up the same threads as the space—tones from the pots, details from the wood carvings, and motifs from our mythical harpies. 👕🫙 Practical, custom, and part of the narrative.

Spot the hidden Nike Air Force One!

Would you wear one? Drop a like if you would.



A few more glimpses from Kipo. The menu isn’t just for reading—it’s part of the world we built. 🐚🍸 Illustrated harpies, ...
15/04/2025

A few more glimpses from Kipo. The menu isn’t just for reading—it’s part of the world we built. 🐚🍸 Illustrated harpies, custom icons, and dish sketches bring the folklore to life on every page. From cocktails to the food, the story runs through it all.

Spotted your favourite creature yet? Drop a like if you’d keep the menu.



A few more snaps from our Phuket project. Step into Kipo and you’re stepping into a story. 🌿🪵 From handcrafted pots sour...
12/04/2025

A few more snaps from our Phuket project. Step into Kipo and you’re stepping into a story. 🌿🪵 From handcrafted pots sourced in Bali to carved wood details, every corner has a tale to tell. But this isn’t just décor—it’s our own folklore, where mystical harpies guard the garden and good music.

Which detail caught your eye first? Drop a like if you’re into the myth!



Kipo’s interior is where Mediterranean warmth meets island soul. 🌿✨ Textured walls, hand-carved Javanese tables, and Lom...
29/03/2025

Kipo’s interior is where Mediterranean warmth meets island soul. 🌿✨ Textured walls, hand-carved Javanese tables, and Lombok (not Greek) pottery set the tone—earthy, tactile, and effortlessly refined. Every detail was chosen to feel curated yet natural, standing apart from FIRA while staying part of the bigger story. A restaurant within a beach club, but with a personality all its own.

From sunset vibes to the late-night party, the dancers at FIRA bring the energy—and need the on brand looks to match. 💃✨...
26/03/2025

From sunset vibes to the late-night party, the dancers at FIRA bring the energy—and need the on brand looks to match. 💃✨ We curated outfits that blend bold with Mediterranean elegance. Think vibrant colors, flowing fabrics, and a touch of island glam.

Which look is your favorite? Drop a 🔥 if you’re loving the vibe!

The FIRA all day beach club menu had a number of design challenges to overcome. Easy to navigate, ability to print in ho...
18/03/2025

The FIRA all day beach club menu had a number of design challenges to overcome. Easy to navigate, ability to print in house and change at a day's notice, waterproof, squish-proof and Instagramable!




Throwback to opening day! Ben and Justine trying to look as on brand as possible! Though this project was 18 months in t...
12/03/2025

Throwback to opening day! Ben and Justine trying to look as on brand as possible! Though this project was 18 months in the making, undoubtedly the most satisfying part was being on site to see all the pieces arrive from Indonesia. From Lombok pots to Javanese tables. Business connectors and creative collaborators!




Rather than the F, we made the bold decision to us the 'I' in FIRA instead. While a brand mark that's the first letter o...
02/03/2025

Rather than the F, we made the bold decision to us the 'I' in FIRA instead. While a brand mark that's the first letter of the name might help people remember, our sunset hourglass far better tells the story of day until night at the same venue. Never used as a logo, we only use this device as part of a design, from towels to tables, fabric patterns to menu covers.




Uniforms that blend bold colors with Mediterranean chic. 🌊✨ Designed to make the team stand out while staying cohesive w...
25/02/2025

Uniforms that blend bold colors with Mediterranean chic. 🌊✨ Designed to make the team stand out while staying cohesive with FIRA’s vibrant atmosphere. Thoughtfully crafted for comfort, style, and a look that feels both unique and unified.

What do you think?

In 2023 we started the branding process for a beach club in Phuket Thailand. We named it FIRA, after the capital town of...
23/02/2025

In 2023 we started the branding process for a beach club in Phuket Thailand. We named it FIRA, after the capital town of Santorini. At the core of the identity is this wordmark; elegant European and bold, the pinch in the 'I' representing an hourglass, the dot, a sun. While away the sunset? All curved, luxurious and in Mediterranean sea blue.

Menu Design for Coquille Shanghai. All inspired by a single party invitation from 1950's New York High society.
17/02/2025

Menu Design for Coquille Shanghai. All inspired by a single party invitation from 1950's New York High society.

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Wulumuqi Middle Road
Shanghai

Opening Hours

Monday 09:30 - 18:30
Tuesday 09:30 - 18:30
Wednesday 09:30 - 18:30
Thursday 09:30 - 18:30
Friday 09:30 - 18:30

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