Threegun Desain Kemasan by E2W Studio is a highly esteemed winner of the very prestigious 2025 A' Design Award Perunggu in Desain Kemasan Competition Category.

PerungguKemasan· 2025

Threegun Desain Kemasan

by E2W Studio

Client: E2W Studio

A' Design Award Perunggu Winner in Kemasan Category

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Verified Award Winner

Verify Award Status for #167210

View at A' Design Award Press Release Award Badge

Colors

The Design

About Threegun Desain Kemasan

Sejak didirikan, Threegun secara konsisten menggunakan warna merah, sebuah warna yang berakar kuat dalam tradisi Tiongkok, sebagai elemen inti dari identitas visualnya. Warna merah ini dianggap sebagai salah satu aset penting yang harus dipertahankan dalam sistem visual merek tersebut. Penggunaan sistem grid secara sistematis pada kemasan menyatukan tata letak. Untuk latar belakang kemasan, desainer telah mengintegrasikan karakter Three secara modern ke dalam desain pola. Motif ini telah menjadi aset visual kunci bagi Threegun, yang terus memainkan peran penting dalam desain visual mereka selanjutnya.

The Recognition

About the A' Design Award Perunggu

Threegun Desain Kemasan adalah pemenang A' Design Award Perunggu, pengakuan yang sangat bergengsi yang diberikan kepada desain luar biasa yang dicirikan oleh kreativitas, kecerdikan, dan ketajaman. Pemenang Perunggu adalah artefak yang sangat terampil dan sangat kreatif yang membuktikan pengalaman luas, imajinasi, dan kelihaian para desainernya. Threegun Desain Kemasan diharapkan menjadi objek yang sangat dihargai, dikagumi, dan dicintai, sangat profesional dan inovatif. Desain pemenang A' Design Award Perunggu ini menyertakan praktik terbaik dalam seni, sains, desain, dan teknologi, dan sangat baik dalam perhatiannya pada detail. Threegun Desain Kemasan memuaskan kebutuhan dengan indah, menyentuh keinginan, memikat perasaan, dan menarik rasa ingin tahu.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

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.
Dimensions & Packaging: Width 58mm x Depth 134mm x Height 255mm
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.
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.
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.
Image Credits: Floating Stop