Wow Long Rice Crust Kemasan Camilan by Xiao Ma Song Strategic Consulting

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

PerungguKemasan· 2024

Wow Long Rice Crust Kemasan Camilan

by Xiao Ma Song Strategic Consulting

Client: Xiao Ma Song Strategic Consulting Co., Ltd

A' Design Award Perunggu Winner in Kemasan Category

14,125

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 Kemasan Camilan

Wow Long Rice Crust adalah desain kemasan untuk camilan kerak nasi tradisional Tiongkok. Desain ini menjawab persoalan keseragaman produk dan citra merek yang menua dalam kategori camilan tersebut. Kemasannya menampilkan tokoh sejarah Tiongkok, Zhuge Liang, yang julukannya menginspirasi nama merek ini, digambarkan dalam gaya komik yang jenaka. Ekspresi wajah yang dilebih-lebihkan serta seruan "Wow" merujuk pada tekstur kenyal camilan tersebut. Nama merek Wo Long diperbarui menjadi Wow Long. Cerita bergambar dan foto produk dipadukan untuk menarik konsumen yang lebih muda.

The Recognition

About the A' Design Award Perunggu

Wow Long Rice Crust Kemasan Camilan adalah pemenang A' Design Award Perunggu, pengakuan yang sangat bergengsi yang diberikan kepada desain luar biasa yang dicirikan oleh kreativitas, kecerdikan, dan ketajaman. Pemenang Perunggu adalah artefak yang sangat terampil dan sangat kreatif yang membuktikan pengalaman luas, imajinasi, dan kelihaian para desainernya. Wow Long Rice Crust Kemasan Camilan diharapkan menjadi objek yang sangat dihargai, dikagumi, dan dicintai, sangat profesional dan inovatif. Desain pemenang A' Design Award Perunggu ini menyertakan praktik terbaik dalam seni, sains, desain, dan teknologi, dan sangat baik dalam perhatiannya pada detail. Wow Long Rice Crust Kemasan Camilan memuaskan kebutuhan dengan indah, menyentuh keinginan, memikat perasaan, dan menarik rasa ingin tahu.

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