Cool Designs, Food & Beverage Insights and China Trends 


More than a decade ago in Shanghai, your typical vegetarian options were probably a sad cheese sandwich, an over-priced bowl of lettuce with carrots and tomatoes, or a plain bowl of noodles. A vegan meal? It was almost impossible to get your hands on a decent one, but today – oh how times have changed! We’re far from spoiled, but there's a whole menu of great new brands started by health conscious restauranteurs. 

But aside from more food options, why does this really matter?

There’s no hiding that eating meat is detrimental to the environment, climate-changing emissions are created at every stage of production.
In a country where 1.4 billion people's lives are changing every single day, the smallest increments, especially when it comes to food leads to signifiant impacts around the world.  20 years ago, the average Chinese person ate around 30 pounds of meat per year. Today, that number is more than four times at nearly 140 pounds. 

But it's not all terrible news! In 2016, the Chinese government launched revised dietary guidelines on meat  consumption in an attempt to steer people towards the right path. The boom in health and wellness has also helped influence diets and snacking habits. How this will all pan out, only time will tell but in the mean time, we can all be more informed and make conscious decisions about the food and drinks that we consume.

On a final note, it's about time for another challenge in our office... who wants to join us? We're going big this time... we're going Meat-free for the month of May! Woot woot!



China’s middle class gets a taste for healthy eating

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Plant protein startups  tap China market

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In India and China, consumers are eager for lab-grown meat 

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Tea in China: Non dairy milk could revive growth of a slowing market

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It's no secret. We have a passion for all types of foods and exploring different cuisines, but we feel we should bring some balance and use our talents to support more plant-based clients. 

Get in touch, we'd love to hear from you!


Branding projects that not only look gorgeous but have a strong stance and belief in the value they bring to consumers. 

USA: Just

Made from plants!
Read more about JUST's impact

USA: Ripple Foods

Made from pea protein!
Read more about Ripple's promise


Made from oats!
Learn more in their sustainability report

AUSTRALIA: Loving Earth

Pioneer of regenerative chocolate!
Learn more about their climate change pledge


The most googled questions about veganism answered

People are searching for veganism on Google more than they have at any point over the last year - no doubt thanks in part to Greggs's hugely popular new vegan sausage roll. Read More 

Could we save the world if we all went vegan?

The amount of farmland needed to sustain human life would shrink by 3.1bn hectares – the size of the African continent.  Read More 

These restaurants removed animal products from their menus and went vegan - Here are the results

What happens when a successful restaurant with lines of eager customers outside the door virtually every evening decides to risk the entire business by taking meat, dairy, eggs and other animal products off the menu? Read More

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Thread Design is a boutique food and beverage branding agency based in Shanghai.
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