Threegun

Packaging Design for E2W Studio

Since its establishment, Threegun has consistently used red, a color deeply rooted in Chinese tradition, as a core element of its visual identity. The red hue is considered one of the essential assets that must be retained within the brand's visual system. The systematic use of grid systems in packaging unifies the layout. As for the package background, designer have modernly integrated the character Three into the pattern design. This motif has become a key visual asset for Threegun, continuing to play a significant role in their subsequent visual design.

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Threegun by E2W Studio

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Packaging Design by E2W Studio

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E2W Studio Threegun

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Unique Properties

As a Chinese underwear brand established in 1937, Threegun has various products. Consequently, the most challenging aspect of this project lies in distinguishing and unifying these products. Instead of utilizing patterns and icons, designer have opted for the use of Chinese characters. The selected font is Kaiti, which has a strong sense of humanism and aligns perfectly with Threegun's humanistic culture.

Tags

Humanity, Classic elegance, Modern oriental aesthetics, Warmth, Brand identity

Production Technology

In terms of appearance, we have extracted the specifications and names of the products into Chinese characters as the core identification elements of the symbol. The condensed Chinese characters enable consumers to establish recognition of products and make it easier for them to remember the brand.

Design Challenge

It is difficult to see any direct relationship between design and cost in this project, but the sorting and classification system hidden behind the scenes is the key to reducing costs. THREEGUN has developed a wide range of products over 80 years of brand history, with many different specifications under each product line. The design system that clarifies these product lines and specifications is the key to significant cost savings behind the scenes.

Project Duration

The project was completed in 2024.

Operation Flow

More importantly, it helps the brand review systematically, enabling them to plan their product lines and strategic planning more effectively.

Research

In the Chinese market, especially in the underwear category, using Chinese characters as brand identity and functional identity is the first of its kind, especially when we have cleverly integrated them into a cohesive visual language, which is an area that other brands have yet to venture into.

Inspiration

As a time-honored brand in China, Threegun selected Chinese characters to convey warm and humanistic feelings. As a national brand, using Chinese characters is a better way to communicate with consumers and to form brand recognition.

Image Credits

Floating Stop

Project Overview

Threegun Packaging Design has been a Bronze winner in the Packaging Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.

Bronze Recognition

E2W Studio was recognized with the coveted Bronze A' Design Award in 2025, a testament to excellence of their work Threegun Packaging Design.

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