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Threegun's Award-Winning Packaging Design: Blending Tradition, Modernity, and Brand Identity through Typography

E2W Studio's packaging design for Threegun, a renowned Chinese underwear brand established in 1937, has received the Bronze A' Packaging Design Award for 2025. The project stands out for its innovative use of Chinese characters, specifically the Kaiti font, as the primary visual element. This approach not only strengthens brand recognition but also fosters a warm, humanistic connection with consumers, reflecting Threegun's deep-rooted cultural heritage. The design leverages the power of typography over conventional patterns and icons, offering a fresh perspective in the competitive Chinese market.

The packaging system was developed to address the challenge of unifying and differentiating Threegun's extensive range of products. By extracting product specifications and names into condensed Chinese characters, E2W Studio created a cohesive and easily navigable visual language. The use of the traditional red color, a core element of Threegun's identity, is retained and modernized, ensuring the brand's legacy is respected while appealing to contemporary tastes. The systematic grid layout and the integration of the character "Three" into the background pattern further reinforce the brand's visual assets.

This design not only enhances consumer recognition but also streamlines internal brand management, enabling more effective product line planning and strategic development. The innovative classification system hidden within the design helps reduce operational costs, a significant achievement given Threegun's vast product catalog. The project, completed in 2024 in Shanghai, sets a new benchmark for packaging design in China by pioneering the use of Chinese characters as both brand and functional identifiers in the underwear category.

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