Threegun Tasmekt n Ugendus by E2W Studio

Threegun Tasmekt n Ugendus by E2W Studio is a highly esteemed winner of the very prestigious 2025 Tarbaḥt A' Design Award n Lbrunz in Afeṣṣel n Ukemmus Competition Category.

LbrunzAkemmus· 2025

Threegun Tasmekt n Ugendus

by E2W Studio

Client: E2W Studio

Tarbaḥt A' Design Award n Lbrunz Winner in Akemmus Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Threegun Tasmekt n Ugendus

Seg wasmi tebna, Threegun tesseqdec s uzaglu azegzaw, ini iẓuran s talast deg taɣerfant tacenwit, d aferdis agejdan n tmagit-is taẓrigt. Ini-agi azegzaw yettwaḥsab d yiwen seg yisileɣ iḥeqqen i ilaq ad qqimen deg unagraw aẓrig n temrikt. Aseqdec unagman n yinagrawen n tqeccar deg ugendus yessemdan aglam. γef ugilal n ukufti, amsek yeddem s tarrayt tatrart asekkil Kraḍ deg usmekt n umuddim. Amuddim-agi yuγal d asileɣ aẓrig agejdan i Threegun, yettkemil ad d-yerr tamlilt tameqqrant deg tesmaktin-nsent tiẓrigtin i d-iteddun.

The Recognition

About the Tarbaḥt A' Design Award n Lbrunz

Threegun Tasmekt n Ugendus d amerbaḥ n Tarbaḥt A' Design Award n Lbrunz, tagmat ɛlayen i yisnulfa yelhan, yeṭṭafaren tinawt, tamusni d tezmert. Imerbaḥen n Lbrunz d isnulfa yelhan, ttbanen d timusniwin n tmusni n yimahilen-nsen. Threegun Tasmekt n Ugendus ad yili d asnulfu yettwaɛezzen, yelhan, amaynut. Threegun Tasmekt n Ugendus yettemlil ɣef yimawlan, yettwaɛezzen s tmahilt-is.

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