Wow Long Rice Crust Ntchito Yaikulu: Kulongedza kwa Zakudya Zosakaniza by Xiao Ma Song Strategic Consulting is a highly esteemed winner of the very prestigious 2024 Mphoto ya Bronze ya A' Design Award in Mapangidwe a Mapaketi Competition Category.
BronzeMapaketi· 2024
Wow Long Rice Crust Ntchito Yaikulu: Kulongedza kwa Zakudya Zosakaniza
by Xiao Ma Song Strategic Consulting
Client: Xiao Ma Song Strategic Consulting Co., Ltd
Mphoto ya Bronze ya A' Design Award Winner in Mapaketi Category
Verified Award Winner
Verify Award Status for #154451The Design
About Wow Long Rice Crust Ntchito Yaikulu: Kulongedza kwa Zakudya Zosakaniza
Mawu a M'buku: Wow Long Rice Crust ndi kupanga kolongedza zinthu za chakudya chachikhalidwe cha ku China chotchedwa rice crust. Kupangako kukuyankha za kufanana kwa zinthu ndi chithunzi cha mtundu wakale m'gulu ili la zakudya zosakaniza. Kulongedzako kukuonetsa munthu wodziwika m'mbiri ya China wotchedwa Zhuge Liang, yemwe dzina lake laudindo linalimbikitsa dzina la mtunduwu, wojambulidwa mwanjira yoseketsa ya zithunzithunzi. Nkhope yosonyeza chizolowezi chodabwitsa ndi mawu oti Wow zikuimira mmene chakudyacho chimamvekera pomamva. Dzina la mtundu Wo Long linasinthidwa kukhala Wow Long. Nkhani zojambulidwa ndi zithunzi za zinthuzo zaphatikizidwa kuti zikope makasitomala achinyamata.
The Recognition
About the Mphoto ya Bronze ya A' Design Award
Wow Long Rice Crust Ntchito Yaikulu: Kulongedza kwa Zakudya Zosakaniza ndi mmodzi mwa opambana a Mphoto ya Bronze ya A' Design Award, kuzindikirika kolemekezeka kwambiri komwe kumaperekedwa kwa mapangidwe abwino kwambiri omwe amaonekera ndi luso lolenga, kuchenjera ndi nzeru zakuthwa. Opambana a Bronze ndi zinthu zaluso kwambiri ndi zolenga modabwitsa zomwe zimatsimikizira zochitika zazikulu, kulingalira ndi kuchenjera kwa opanga awo. Wow Long Rice Crust Ntchito Yaikulu: Kulongedza kwa Zakudya Zosakaniza akuyembekezeka kukhala chinthu choyamikiridwa, chosirira ndi chokondedwa, chaukatswiri wapadera ndi chatsopano. Mapangidwe opambana Mphoto ya Bronze ya A' Design Award awa amaphatikiza machitidwe abwino kwambiri a luso, sayansi, kapangidwe ndi ukadaulo ndipo ndi abwino kwambiri chifukwa cha kusamala kwawo zazing'ono. Wow Long Rice Crust Ntchito Yaikulu: Kulongedza kwa Zakudya Zosakaniza amakwaniritsa zosowa mokongola, kukhudza zilakolako, kukopa mitima ndi kudzutsa chidwi.
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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