Wow Long Rice Crust Fungsi Utama: Kemasan Makanan Ringan by Xiao Ma Song Strategic Consulting

Wow Long Rice Crust Fungsi Utama: Kemasan Makanan Ringan by Xiao Ma Song Strategic Consulting is a highly esteemed winner of the very prestigious 2024 A' Design Award Gangsa in Desain Kamasan Competition Category.

GangsaKamasan· 2024

Wow Long Rice Crust Fungsi Utama: Kemasan Makanan Ringan

by Xiao Ma Song Strategic Consulting

Client: Xiao Ma Song Strategic Consulting Co., Ltd

A' Design Award Gangsa Winner in Kamasan 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 Fungsi Utama: Kemasan Makanan Ringan

Teks Buku: Wow Long Rice Crust adolah desain kemasan untuak makanan ringan kerak nasi tradisional Cino. Desain iko manjawek masalah kasamoan produk sarato citra merek nan lah tuo dalam kategori makanan ringan ko. Kemasan iko manampilkan tokoh sajarah Cino Zhuge Liang, nan namo julukannyo manjadi inspirasi namo merek, digambar jo gayo komik nan lucu. Ekspresi wajah nan dilebih-lebihkan sarato kato Wow nan diucapkan manunjuakkan tekstur kanyal dari makanan ringan iko. Namo merek Wo Long alah diubah manjadi Wow Long. Carito bergambar sarato foto produk digabuangkan untuak manarik perhatian konsumen nan labiah mudo.

The Recognition

About the A' Design Award Gangsa

Wow Long Rice Crust Fungsi Utama: Kemasan Makanan Ringan adolah pamenang A' Design Award Gangsa, sabuah pangakuan nan sangaik bapresti nan dibarikan ka rancangan nan cemerlang nan dicirikan dek kreativitas, kacerdikan jo kabijaksanaan. Pamenang Gangsa adolah karya nan cukuik mahir jo kreatif sacaro mangesankan nan mamastikan pangalaman nan luas, imajinasi jo kacerdikan parancangnyo. Wow Long Rice Crust Fungsi Utama: Kemasan Makanan Ringan dipaokan manjadi bando nan sangaik dihormati, dikagumi jo disayangi, nan profesional jo inovatif sacaro nampak. Rancangan nan manang Gangsa iko mamuek praktik tabaik dalam seni, ilimu, rancangan jo teknologi jo cemerlang dalam parhatian ka rincian. Wow Long Rice Crust Fungsi Utama: Kemasan Makanan Ringan mamanuhi kaparluan jo elok, manyantuah karinduan, mamikaik parasaan jo manarik raso 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