Wow Long Rice Crust 스낵 패키지 디자인 by Xiao Ma Song Strategic Consulting

Wow Long Rice Crust 스낵 패키지 디자인 by Xiao Ma Song Strategic Consulting is a highly esteemed winner of the very prestigious 2024 A' Design Award 동상 in 패키징 디자인 Competition Category.

동패키징· 2024

Wow Long Rice Crust 스낵 패키지 디자인

by Xiao Ma Song Strategic Consulting

Client: Xiao Ma Song Strategic Consulting Co., Ltd

A' Design Award 동상 Winner in 패키징 Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

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The Design

About Wow Long Rice Crust 스낵 패키지 디자인

와우 롱 라이스 크러스트(Wow Long Rice Crust)는 중국 전통 누룽지 스낵을 위한 패키지 디자인이다. 이 디자인은 해당 스낵 카테고리에서 나타나는 제품의 동질화 현상과 노후화된 브랜드 이미지에 대한 대응으로 개발되었다. 패키지에는 브랜드명의 영감이 된 별호를 지닌 중국 역사 인물 제갈량을 유머러스한 만화 스타일로 표현하였다. 과장된 표정과 "와우(Wow)"라는 감탄사는 스낵의 쫀득한 식감을 나타낸다. 브랜드명 '워 롱(Wo Long)'은 '와우 롱(Wow Long)'으로 새롭게 변경되었다. 일러스트레이션으로 풀어낸 이야기와 제품 사진을 결합하여 젊은 소비자층의 관심을 끌어내고자 하였다.

The Recognition

About the A' Design Award 동상

Wow Long Rice Crust 스낵 패키지 디자인, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Wow Long Rice Crust 스낵 패키지 디자인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Wow Long Rice Crust 스낵 패키지 디자인, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

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