Wow Long Rice Crust Emballage de snack by Xiao Ma Song Strategic Consulting

Wow Long Rice Crust Emballage de snack by Xiao Ma Song Strategic Consulting is a highly esteemed winner of the very prestigious 2024 A' Design Award de Bronze in Design d'Emballage Competition Category.

BronzeEmballage· 2024

Wow Long Rice Crust Emballage de snack

by Xiao Ma Song Strategic Consulting

Client: Xiao Ma Song Strategic Consulting Co., Ltd

A' Design Award de Bronze Winner in Emballage 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 Emballage de snack

Wow Long Rice Crust est un projet d'emballage destiné à un en-cas traditionnel chinois à base de croûte de riz. Le design répond à l'uniformité des produits et au vieillissement de l'image de marque dans cette catégorie de snacks. L'emballage met en scène le personnage historique chinois Zhuge Liang, dont le surnom a inspiré le nom de la marque, dessiné dans un style humoristique proche de la bande dessinée. Une expression faciale exagérée et l'interjection « Wow » évoquent la texture moelleuse et croquante de l'en-cas. Le nom de marque Wo Long a été actualisé en Wow Long. Récits illustrés et photographies de produit se combinent pour séduire les jeunes consommateurs.

The Recognition

About the A' Design Award de Bronze

Wow Long Rice Crust Emballage de snack est lauréat de l'A' Design Award de Bronze, une reconnaissance hautement prestigieuse décernée à des designs remarquables qui se distinguent par leur créativité, leur ingéniosité et leur sagacité. Les lauréats Bronze sont des artefacts amplement habiles et d'une créativité frappante, qui authentifient la vaste expérience, l'imagination et l'ingéniosité de leurs concepteurs. Wow Long Rice Crust Emballage de snack est censé être un objet très estimé, admiré et chéri, remarquablement professionnel et innovant. Ce design lauréat de l'A' Design Award de Bronze intègre les meilleures pratiques de l'art, de la science, du design et de la technologie, et est excellent par son souci du détail. Wow Long Rice Crust Emballage de snack satisfait admirablement les besoins, touche les désirs, charme les sentiments et attire la curiosité.

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