Wow Long Rice Crust Versnaperingverpakking by Xiao Ma Song Strategic Consulting

Wow Long Rice Crust Versnaperingverpakking by Xiao Ma Song Strategic Consulting is a highly esteemed winner of the very prestigious 2024 A' Design Award in Brons in Verpakkingsontwerp Competition Category.

BronsVerpakking· 2024

Wow Long Rice Crust Versnaperingverpakking

by Xiao Ma Song Strategic Consulting

Client: Xiao Ma Song Strategic Consulting Co., Ltd

A' Design Award in Brons Winner in Verpakking 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 Wow Long Rice Crust Versnaperingverpakking

Wow Long Rystkors is 'n verpakkingsontwerp vir 'n tradisionele Chinese rystkors-versnapering. Die ontwerp reageer op produkeenvormigheid en 'n verouderende handelsmerkbeeld in hierdie versnaperingskategorie. Die verpakking toon die Chinese historiese figuur Zhuge Liang, wie se bynaam die handelsmerknaam geïnspireer het, geteken in 'n humoristiese strokiesprentstyl. 'n Oordrewe gesigsuitdrukking en die gesproke woord Wow verwys na die taai tekstuur van die versnapering. Die handelsmerknaam Wo Long is opgedateer na Wow Long. Geïllustreerde verhale en produkfoto's word gekombineer om jonger verbruikers te lok.

The Recognition

About the A' Design Award in Brons

Wow Long Rice Crust Versnaperingverpakking is 'n wenner van die A' Design Award in Brons, 'n hoogs prestigieuse erkenning wat toegeken word aan uitstaande ontwerpe wat gekenmerk word deur kreatiwiteit, vindingrykheid en skerpsinnigheid. Wenners in Brons is ruimskoots vaardige en opvallend kreatiewe artefakte wat die groot ervaring, verbeelding en vindingrykheid van hul ontwerpers bevestig. Daar word verwag dat Wow Long Rice Crust Versnaperingverpakking 'n hoog aangeskrewe, bewonderde en gekoesterde voorwerp is wat merkwaardig professioneel en innoverend is. Hierdie ontwerp wat die A' Design Award in Brons gewen het, inkorporeer die beste praktyke in kuns, wetenskap, ontwerp en tegnologie en is uitstekend vanweë sy aandag aan detail. Wow Long Rice Crust Versnaperingverpakking bevredig behoeftes pragtig, raak aan begeertes, bekoor gevoelens en spreek die nuuskierigheid aan.

Behind the Design

Press Kit

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

Unique Properties: The brand name WOW LONG is also the nickname of Zhuge Liang. Innovation comes from the brand-new design of this Chinese historical figure. Zhuge Liang’s new comic image on the packaging removes his old serious impressions in people’s minds. Simultaneously, the surprising word “Wow” coming from his mouth brings the chewy taste and funny experience of this snack food to the extreme.
Dimensions & Packaging: 220mmX50mmX320mm
Tags: Chinese,Wowlong,Rice,Crust
Production Technology: With vivid illustrated stories and exaggerated expressions combined with appetizing product pictures, to attract the attention of consumers.
Design Challenge: How to make young people like traditional food, how to retain the visual assets of old packaging to the new packaging design
Research: Chinese traditional snacks - rice crust is facing the problem of product homogeneity and image ageing.
We use the language we can communicate with young people, the way they like to express, to give them a new understanding of wowlong, so that they can have an emotional resonance.
Inspiration: The brand name “WO LONG” is also the nickname of the famous Chinese historical figure Zhuge Liang. Inspired by this, the overall brand design is set to be younger while maintaining the portrait of Zhuge Liang. We redesigned his image with a humorous comic style and replaced the first word of the brand name “Wo” with the spoken word “Wow”. The rebranding of Wo Long is not only an upgrade of a traditional snack brand but also a new understanding of rice crust from the perspective of young consumers.
Project Duration: The project started in October 2022 in Beijing and finished in April 2023 in Beijing.
Operation Flow: we made three key design actions that allowed Wo Long to show a quite different brand personality. First, we used young people's favourite comic style to establish the visual tone of the product. Secondly, we exaggerated Zhuge Liang's facial expression to reflect the snack's unique taste of "chewy and funny". Finally, we updated the brand name “Wo Long” to “Wow Long”. Zhuge Liang’s funny facial expression with his surprising word “Wow” provides consumers with the emotional values of happiness, energy and humour.
Team Members: Design:Guan Zi ,Bai Lu,Wang Dianhe,Shi Ruoyu ,Zhu Xiaolin,Li Sitong
Illustration:Wang Dianhe
Strategic:Xiao Masong,Huang Zheng,Ying Yaojie,Li Huizi,Wang Yang,Sun Nan
Image Credits: Illustrator :Wang Dianhe