Wow Long Rice Crust ᱡᱚᱢᱟᱜ ᱵᱟᱸᱰᱷᱚᱱ by Xiao Ma Song Strategic Consulting is a highly esteemed winner of the very prestigious 2024 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ in ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ Competition Category.
ᱠᱟᱥᱟᱯᱮᱠᱮᱡᱤᱝ· 2024
Wow Long Rice Crust ᱡᱚᱢᱟᱜ ᱵᱟᱸᱰᱷᱚᱱ
by Xiao Ma Song Strategic Consulting
Client: Xiao Ma Song Strategic Consulting Co., Ltd
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ Winner in ᱯᱮᱠᱮᱡᱤᱝ Category
Verified Award Winner
Verify Award Status for #154451The Design
About Wow Long Rice Crust ᱡᱚᱢᱟᱜ ᱵᱟᱸᱰᱷᱚᱱ
ᱣᱟᱣ ᱞᱚᱝ ᱨᱟᱭᱥ ᱠᱨᱟᱥᱴ ᱢᱮᱱᱟᱜ ᱠᱟᱱᱟ ᱢᱤᱫ ᱴᱨᱮᱰᱤᱥᱚᱱᱟᱞ ᱪᱟᱭᱱᱤᱡ ᱨᱟᱭᱥ ᱠᱨᱟᱥᱴ ᱡᱚᱢᱟᱜ ᱞᱟᱹᱜᱤᱫ ᱵᱟᱸᱰᱷᱚᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱾ ᱱᱚᱶᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱡᱚᱢᱟᱜ ᱠᱟᱴᱮᱜᱚᱨᱤ ᱨᱮᱭᱟᱜ ᱵᱮᱥ ᱠᱟᱛᱮᱡ ᱚᱲᱟᱜ ᱟᱨ ᱵᱩᱰᱷᱤᱭᱟ ᱵᱨᱟᱸᱰ ᱪᱤᱛᱟᱨ ᱠᱚ ᱥᱮᱫ ᱡᱟᱹᱣᱟᱹᱵ ᱮ ᱠᱚᱨᱟᱣᱟᱜᱟ ᱾ ᱵᱟᱸᱰᱷᱚᱱ ᱨᱮ ᱪᱟᱭᱱᱤᱡ ᱤᱛᱤᱦᱟᱥ ᱨᱮᱭᱟᱜ ᱢᱟᱺᱡᱷᱤ ᱡᱷᱩᱜᱮ ᱞᱤᱭᱟᱝ ᱛᱮᱜᱮ ᱪᱮᱛᱟᱱ ᱟᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸᱭᱟᱜ ᱰᱟᱠ ᱧᱩᱛᱩᱢ ᱛᱮ ᱵᱨᱟᱸᱰ ᱧᱩᱛᱩᱢ ᱵᱟᱹᱲᱛᱤ ᱮᱱᱟ, ᱟᱨ ᱮᱴᱮ ᱟᱠᱟᱱᱟ ᱢᱤᱫ ᱦᱟᱥᱤ ᱛᱮᱭᱟᱨ ᱠᱚᱢᱤᱠ ᱛᱮᱲᱟᱜ ᱨᱮ ᱾ ᱢᱤᱫ ᱵᱟᱲᱟᱭ ᱠᱟᱱ ᱢᱩᱠᱷᱟ ᱨᱚᱲ ᱟᱨ ᱥᱟᱶᱛᱮ "ᱣᱟᱣ" ᱨᱚᱲ ᱠᱚ, ᱡᱚᱢᱟᱜ ᱨᱮᱭᱟᱜ ᱪᱟᱵᱟᱣ ᱠᱚ ᱰᱚᱢᱠᱟ ᱠᱚ ᱚᱠᱛᱚ ᱠᱟᱛᱮ ᱢᱮᱱᱟᱜ-ᱟ ᱾ ᱵᱨᱟᱸᱰ ᱧᱩᱛᱩᱢ ᱣᱚ ᱞᱚᱝ ᱠᱷᱚᱱ ᱣᱟᱣ ᱞᱚᱝ ᱛᱮ ᱟᱹᱯᱰᱮᱴ ᱠᱟᱱᱟ ᱾ ᱪᱤᱛᱟᱨ ᱛᱮ ᱠᱟᱛᱷᱟ ᱠᱚ ᱟᱨ ᱡᱚᱢᱟᱜ ᱨᱮᱭᱟᱜ ᱯᱷᱚᱴᱚ ᱠᱚ ᱢᱤᱫᱴᱟᱱ ᱠᱟᱛᱮ ᱠᱚᱭᱟ ᱟᱹᱰᱤ ᱡᱚᱨ ᱚᱠᱛᱚ ᱠᱚ ᱥᱟᱶᱛᱮ ᱠᱟᱦᱱᱤ ᱢᱮᱸᱦᱮᱸᱫᱟ ᱞᱟᱹᱜᱤᱫ ᱾
The Recognition
About the A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ
Wow Long Rice Crust ᱡᱚᱢᱟᱜ ᱵᱟᱸᱰᱷᱚᱱ ᱫᱚ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱱᱟᱣᱟ ᱵᱷᱟᱵᱱᱟ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Wow Long Rice Crust ᱡᱚᱢᱟᱜ ᱵᱟᱸᱰᱷᱚᱱ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
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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