Wow Long Rice Crust Envases para snacks by Xiao Ma Song Strategic Consulting

Wow Long Rice Crust Envases para snacks by Xiao Ma Song Strategic Consulting is a highly esteemed winner of the very prestigious 2024 A' Design Award de Bronce in Diseño de Envases Competition Category.

BronceEnvases· 2024

Wow Long Rice Crust Envases para snacks

by Xiao Ma Song Strategic Consulting

Client: Xiao Ma Song Strategic Consulting Co., Ltd

A' Design Award de Bronce Winner in Envases Category

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Verified Award Winner
Verify Award Status for #154451

View at A' Design Award Press Release Award Badge

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The Design

About Wow Long Rice Crust Envases para snacks

Wow Long Rice Crust es un diseño de envase para un snack tradicional chino elaborado con costra de arroz. El diseño responde a la homogeneidad de los productos y a la imagen de marca envejecida que caracterizan a esta categoría de aperitivos. El envase muestra al personaje histórico chino Zhuge Liang, cuyo apodo inspiró el nombre de la marca, dibujado con un estilo humorístico de cómic. Una expresión facial exagerada y la interjección Wow aluden a la textura masticable del snack. El nombre de la marca Wo Long se actualizó a Wow Long. Las historias ilustradas y las fotografías del producto se combinan para atraer a los consumidores más jóvenes.

The Recognition

About the A' Design Award de Bronce

Wow Long Rice Crust Envases para snacks ha ganado el A' Design Award de Bronce, un reconocimiento sumamente prestigioso concedido a diseños sobresalientes que se distinguen por su creatividad, ingenio y astucia. Los ganadores de Bronce son artefactos ampliamente hábiles y sorprendentemente creativos que acreditan la vasta experiencia, imaginación e ingeniosidad de sus diseñadores. Se espera que Wow Long Rice Crust Envases para snacks sea un objeto muy apreciado, admirado y querido, notablemente profesional e innovador. Este diseño ganador del A' Design Award de Bronce incorpora las mejores prácticas del arte, la ciencia, el diseño y la tecnología, y es excelente por su atención al detalle. Wow Long Rice Crust Envases para snacks satisface espléndidamente las necesidades, toca los deseos, encanta los sentimientos y atrae la curiosidad.

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