Wow Long Rice Crust Snackemballage by Xiao Ma Song Strategic Consulting is a highly esteemed winner of the very prestigious 2024 A' Design Award i Bronze in Emballagedesign Competition Category.
BronzeEmballage· 2024
Wow Long Rice Crust Snackemballage
by Xiao Ma Song Strategic Consulting
Client: Xiao Ma Song Strategic Consulting Co., Ltd
A' Design Award i Bronze Winner in Emballage Category
Verified Award Winner
Verify Award Status for #154451The Design
About Wow Long Rice Crust Snackemballage
Wow Long Rice Crust er et emballagedesign til en traditionel kinesisk snack lavet af ristet ris. Designet imødegår produktensartethed og et forældet brandimage i denne snackkategori. Emballagen viser den kinesiske historiske skikkelse Zhuge Liang, hvis tilnavn inspirerede brandnavnet, tegnet i en humoristisk tegneseriestil. Et overdrevet ansigtsudtryk og det talte ord Wow refererer til snackens sejlivede konsistens. Brandnavnet Wo Long blev opdateret til Wow Long. Illustrerede historier og produktfotografier kombineres for at tiltrække yngre forbrugere.
The Recognition
About the A' Design Award i Bronze
Wow Long Rice Crust Snackemballage er vinder af A' Design Award i Bronze, en højt prestigefyldt anerkendelse, der tildeles enestående designs, som udmærker sig ved kreativitet, opfindsomhed og skarpsindighed. Bronzevinderne er rigeligt dygtige og påfaldende kreative artefakter, der bekræfter deres designeres store erfaring, fantasi og snilde. Wow Long Rice Crust Snackemballage forventes at være en højt estimeret, beundret og kær genstand, der er bemærkelsesværdigt professionel og innovativ. Dette design, der har vundet A' Design Award i Bronze, indarbejder bedste praksis inden for kunst, videnskab, design og teknologi og er fremragende på grund af sin sans for detaljer. Wow Long Rice Crust Snackemballage tilfredsstiller pragtfuldt behov, rører længsler, charmerer følelser og appellerer til nysgerrigheden.
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
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