Wow Long Rice Crust Primárna funkcia: Obal na desiatu by Xiao Ma Song Strategic Consulting

Wow Long Rice Crust Primárna funkcia: Obal na desiatu by Xiao Ma Song Strategic Consulting is a highly esteemed winner of the very prestigious 2024 Bronzová cena A' Design Award in Dizajn obalov Competition Category.

BronzováObaly· 2024

Wow Long Rice Crust Primárna funkcia: Obal na desiatu

by Xiao Ma Song Strategic Consulting

Client: Xiao Ma Song Strategic Consulting Co., Ltd

Bronzová cena A' Design Award Winner in Obaly 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 Primárna funkcia: Obal na desiatu

Text knihy: Wow Long Rice Crust je dizajn obalu pre tradičnú čínsku desiatu z ryžovej kôrky. Dizajn reaguje na produktovú uniformitu a zastarávajúci imidž značky v tejto kategórii desiatnych výrobkov. Na obale je zobrazená čínska historická postava Zhuge Liang, ktorej prezývka inšpirovala názov značky, vykreslená v humornom komiksovom štýle. Prehnaný výraz tváre a vyslovené slovo Wow odkazujú na žuvaciu textúru desiaty. Názov značky Wo Long bol aktualizovaný na Wow Long. Ilustrované príbehy sú kombinované s fotografiami produktu s cieľom osloviť mladších spotrebiteľov.

The Recognition

About the Bronzová cena A' Design Award

Wow Long Rice Crust Primárna funkcia: Obal na desiatu je laureát Bronzovej ceny A' Design Award, vysoko prestížneho uznania udeľovaného vynikajúcim dizajnom, ktoré sa vyznačujú kreativitou, vynaliezavosťou a bystrosťou. Laureáti Bronzovej ceny sú plne zručné a nápadne kreatívne artefakty, ktoré potvrdzujú rozsiahle skúsenosti, predstavivosť a zdatnosť svojich dizajnérov. Od Wow Long Rice Crust Primárna funkcia: Obal na desiatu sa očakáva, že bude vysoko cenený, obdivovaný a milovaný predmet, pozoruhodne profesionálny a inovatívny. Tento dizajn ocenený Bronzovou cenou A' Design Award zahŕňa najlepšie postupy v umení, vede, dizajne a technológii a vyniká pozornosťou k detailom. Wow Long Rice Crust Primárna funkcia: Obal na desiatu skvele uspokojuje potreby, dotýka sa túžob, očarúva city a vzbudzuje zvedavosť.

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