Thread Design - Brand Consultancy

I'm pretty damn happy to share a few images from our recent brand identity launch for Elliot's. Already picked up by the W Hotel and All Saints for brand collaborations. Our mission was to capture the essence of founder Elliot’s passion for frozen desserts—a journey that took him around the world, exploring building a huge Instagram following. His philosophy is simple: there’s no single “best” frozen dessert; it’s about choosing the one that best reveals the flavor. Our challenge was to convey this philosophy in a luxury identity.

Our huge project of the last 14 months, Fira, is just a few weeks away from hosting their first guests! It's been a challenging project where I've been learning a ton of new skills, and can't wait for that first cocktail. More than a beach club, the Phuket venue features a high end restaurant, a destination bar like suspended in the sky as well as a selection of bespoke VIP experiences. In total three distinct brand experiences, thought through the smallest details. While the last phase on construction is ongoing, we are getting it all ready: stitching pillows, picking antiques, not to mention, designing, sourcing and coordinating the most gorgeous furniture.

The best part is when it all comes together. 🤗 The moment when all the smallest details, seemingly trivial decisions and other "will anyone even notice?!?" debates sum up as more than the individual parts; when they become a whole story to be discovered through the experience we wanted to create for our friends and broader crowds to enjoy. In the case of Fook Wo Kong 福和光, telling the story of a 20 years long friendship, built while working alongside each other, sharing the same passion for authentic Cantonese cuisine, an art so traditional yet complex to master. How to tell it in a personal way while inviting others in? How to create a contemporary experience while also true to its heritage? How to make it distinctive yet subtle and refined? Those are the kind of challenges that our hungry minds love munching on, almost as much as our tummies enjoy the celebratory banquet! It's been so much fun Team - thank you for the trust, and the hard work! 😘