Wow Long Rice Crust Tlatechpan Tlaixmatilistli: Tlapachiwalistli Tlacualtsintli by Xiao Ma Song Strategic Consulting is a highly esteemed winner of the very prestigious 2024 Mahuizolli A' Design Award Bronse in Tlaquimilolli Tlachihchihualiztli Competition Category.
BronseTlaquimilolli· 2024
Wow Long Rice Crust Tlatechpan Tlaixmatilistli: Tlapachiwalistli Tlacualtsintli
by Xiao Ma Song Strategic Consulting
Client: Xiao Ma Song Strategic Consulting Co., Ltd
Mahuizolli A' Design Award Bronse Winner in Tlaquimilolli Category
Verified Award Winner
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About Wow Long Rice Crust Tlatechpan Tlaixmatilistli: Tlapachiwalistli Tlacualtsintli
Amatl Tlahtolli: Wow Long Rice Crust yehyantli tlapachiwalistli mochihchiuhtoc ipampa se Chino tlacualtsintli tlen mochihua ika tlaolli, tlen huehcauh nemi. Nescayotl tlanahuatia ika miec pachiwalistli tlen mosemihcatlaliah iuan se tocaitl tlen ye huehcauh mocaquiztiaya ipan ni tlacualtsintli tlanamacalistli. Tlapachiwalistli quiitta se huehcatlaca Chino altepetl temachtiani itoca Zhuge Liang, aquin itoca ihuan monenechicoh ika yancuic tocaitl ipan ni tlanamacalistli, ihcuiliuhtoc ika se cuejcuentic tlaixcopinalli iuztli. Se ixnescayotl tlen huel patlanqui iuan se tlahtolli Wow tlen quiixtoca yancuic tlanamacatzintli tlen quinequi ic quipoloa tlacualtsintli. Tocaitl Wo Long yehyantli mopatlac tlen Wow Long. Amoxtli tlaixcopinalli iuan tlacualtsintli tlaixcopinalli monemilia inhuan ic quinintemoa yancuic telpocame iuan ichpocame tlanamacatzitzin.
The Recognition
About the Mahuizolli A' Design Award Bronse
Wow Long Rice Crust Tlatechpan Tlaixmatilistli: Tlapachiwalistli Tlacualtsintli ca in quicuic in Mahuizolli A' Design Award Bronse, hueyi tlamahuizoliztli tlen momaca in cualli tlachihualli in motenehua ipampa yancuic tlamantli, tlamatiliztli ihuan ixtlamatiliztli. In quicuicah Bronse ca tlachihualli in quipia toltecayotl ihuan quinextia in cenca miac nemiliztli ihuan tlamatiliztli intlachihuanime. Ca quinequi in Wow Long Rice Crust Tlatechpan Tlaixmatilistli: Tlapachiwalistli Tlacualtsintli ca tlazohtli tlamantli, mahuiztic ihuan cualli. Ni dizayno in quicuic Bronse quipia cualli toltecayotl ihuan quitta in tlen tepiton. Wow Long Rice Crust Tlatechpan Tlaixmatilistli: Tlapachiwalistli Tlacualtsintli quipaquiltia in tlacah ihuan quitlamahuiztiltia in intlanequiliz.
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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