Threegun 包裝設計 by E2W Studio is a highly esteemed winner of the very prestigious 2025 A' Design Award 銅獎 in 包裝設計 Competition Category.

銅包裝· 2025

Threegun 包裝設計

by E2W Studio

Client: E2W Studio

A' Design Award 銅獎 Winner in 包裝 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 包裝設計

自成立以來，Threegun一直將紅色這種深植於中國傳統的顏色作為其視覺識別的核心元素。紅色被視為品牌視覺系統中必須保留的重要資產之一。包裝設計系統性地運用網格系統，統一版面佈局。至於包裝背景，設計師以現代手法將「三」字融入圖案設計中。此圖案已成為Threegun的關鍵視覺資產，在其後續視覺設計中持續發揮重要作用。

The Recognition

About the A' Design Award 銅獎

Threegun 包裝設計是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Threegun 包裝設計將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Threegun 包裝設計出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

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