Threegun: Redefining Packaging with Chinese Character Identity

E2W Studio’s design unifies tradition and innovation in underwear branding

Threegun, a heritage Chinese underwear brand established in 1937, has undergone a transformative packaging redesign by E2W Studio. The project centers on the use of Chinese characters, specifically the Kaiti font, to evoke warmth and human connection. This approach moves away from conventional patterns and icons, instead embracing a typographic solution that resonates deeply with local consumers and strengthens brand recognition.

The design’s core innovation lies in its ability to distinguish and unify a vast array of products under the Threegun umbrella. By extracting product specifications and names into condensed Chinese characters, the packaging system offers clarity and immediate recognition. This method not only simplifies the consumer’s shopping experience but also reinforces the brand’s cultural roots, making it memorable in a crowded marketplace.

Technical execution is equally meticulous. The packaging measures 58mm in width, 134mm in depth, and 255mm in height, with a systematic grid layout ensuring visual consistency across product lines. The iconic red color, a symbol of luck and tradition in Chinese culture, remains a central visual asset, while the character for “Three” is subtly integrated into the background pattern, further enhancing brand identity.

Beyond aesthetics, the design introduces a robust classification and sorting system that streamlines product management and strategic planning for the brand. This systematic approach, though invisible to consumers, delivers significant cost efficiencies and supports Threegun’s extensive product range developed over more than eight decades.

Research indicates that Threegun’s use of Chinese characters as both brand and functional identifiers is pioneering within the underwear sector. This cohesive visual language sets a new benchmark for national brands seeking to blend tradition with modernity. The project’s innovative spirit and technical excellence were recognized with a Bronze A' Packaging Design Award in 2025, underscoring its contribution to quality of life and design best practices.

Threegun’s packaging redesign by E2W Studio exemplifies how thoughtful design can honor tradition while driving brand evolution, offering a model for others aiming to balance heritage and innovation in contemporary markets.