Wow Long Rice Crust Fonksyon Prensipal: Anbalaj Pou Amiz-Gou by Xiao Ma Song Strategic Consulting

Wow Long Rice Crust Fonksyon Prensipal: Anbalaj Pou Amiz-Gou by Xiao Ma Song Strategic Consulting is a highly esteemed winner of the very prestigious 2024 A' Design Award Bwonz in Dezayn Anbalaj Competition Category.

BwonzAnbalaj· 2024

Wow Long Rice Crust Fonksyon Prensipal: Anbalaj Pou Amiz-Gou

by Xiao Ma Song Strategic Consulting

Client: Xiao Ma Song Strategic Consulting Co., Ltd

A' Design Award Bwonz Winner in Anbalaj Category

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Verified Award Winner

Verify Award Status for #154451

View at A' Design Award Press Release Award Badge

Colors

The Design

About Wow Long Rice Crust Fonksyon Prensipal: Anbalaj Pou Amiz-Gou

Tèks Liv: Wow Long Rice Crust se yon konsepsyon anbalaj pou yon amiz-gou tradisyonèl chinwa ki fèt ak diri kwit epi seche. Konsepsyon an reponn a pwoblèm resanblans pami pwodwi yo ak yon imaj mak ki vin demode nan kategori amiz-gou sa a. Anbalaj la montre pèsonaj istorik chinwa Zhuge Liang, yon moun ki gen ti non ki enspire non mak la, desine nan yon estil komik plen imè. Yon ekspresyon figi egzajere ansanm ak mo pale Wow fè referans a teksti mou epi masyab amiz-gou a genyen. Non mak la Wo Long te chanje pou vin Wow Long. Istwa ilistre yo konbine ak foto pwodwi yo pou atire konsomatè pi jèn yo.

The Recognition

About the A' Design Award Bwonz

Wow Long Rice Crust Fonksyon Prensipal: Anbalaj Pou Amiz-Gou se yon ganyan A' Design Award Bwonz, yon rekonesans ki gen anpil prestij yo bay design ekselan ki make pa kreyativite, enjenyozite ak finès. Ganyan Bwonz yo se objè ki abil anpil e ki kreyatif nan fason ki frape, ki otantifye gwo eksperyans, imajinasyon ak debouyaj designer yo. Yo atann Wow Long Rice Crust Fonksyon Prensipal: Anbalaj Pou Amiz-Gou pou se yon objè anpil moun estime, admire e renmen, ki pwofesyonèl e inovatè nan fason remakab. Design sa a ki ganyen A' Design Award Bwonz enkòpore pi bon pratik nan atizay, syans, design ak teknoloji, e li ekselan pou atansyon li bay detay. Wow Long Rice Crust Fonksyon Prensipal: Anbalaj Pou Amiz-Gou satisfè bezwen yon fason espledid, li touche dezi, li chame santiman e li atire kiryozite.

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