Wow Long Rice Crust スナック菓子のパッケージ by Xiao Ma Song Strategic Consulting is a highly esteemed winner of the very prestigious 2024 A' Design Award 銅賞 in パッケージデザイン Competition Category.
銅パッケージ· 2024
Wow Long Rice Crust スナック菓子のパッケージ
by Xiao Ma Song Strategic Consulting
Client: Xiao Ma Song Strategic Consulting Co., Ltd
A' Design Award 銅賞 Winner in パッケージ Category
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- Verified Award Winner
- Verify Award Status for #154451
The Design
About Wow Long Rice Crust スナック菓子のパッケージ
Wow Long Rice Crust は、中国伝統のおこげ菓子のためのパッケージデザインである。本デザインは、このスナックカテゴリーにおける商品の同質化と、老朽化したブランドイメージという課題に応えるものである。パッケージには、ブランド名の由来となった愛称をもつ中国の歴史上の人物・諸葛亮を、ユーモラスなコミック調のタッチで描いている。誇張された表情と「Wow」という発話は、このスナックのもちもちとした噛みごたえのある食感を表現している。ブランド名は「Wo Long」から「Wow Long」へと刷新された。イラストによる物語と商品写真を組み合わせることで、より若い消費者層の関心を惹きつけている。
The Recognition
About the A' Design Award 銅賞
Wow Long Rice Crust スナック菓子のパッケージは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。Wow Long Rice Crust スナック菓子のパッケージは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。Wow Long Rice Crust スナック菓子のパッケージは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。
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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