Wow Long Rice Crust Shaqada Ugu Weyn: Baakadhka Cuntada Fudud by Xiao Ma Song Strategic Consulting

Wow Long Rice Crust Shaqada Ugu Weyn: Baakadhka Cuntada Fudud by Xiao Ma Song Strategic Consulting is a highly esteemed winner of the very prestigious 2024 Abaalmarinta Naxaasta ah ee A' Design Award in Naqshadeynta Xirmooyinka Competition Category.

NaxaasXirmooyin· 2024

Wow Long Rice Crust Shaqada Ugu Weyn: Baakadhka Cuntada Fudud

by Xiao Ma Song Strategic Consulting

Client: Xiao Ma Song Strategic Consulting Co., Ltd

Abaalmarinta Naxaasta ah ee A' Design Award Winner in Xirmooyin Category

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The Design

About Wow Long Rice Crust Shaqada Ugu Weyn: Baakadhka Cuntada Fudud

Qoraalka Buugga: Wow Long Rice Crust waa naqshad baakad loogu talagalay cunto fudud oo dhaqameed oo Shiinees ah oo laga sameeyo bariis qallalan. Naqshaddani waxay ka jawaabaysaa dhibaatada isku ekaanshaha alaabta iyo sawirka gaboobay ee sumadaha nooca cunto fudud. Baakadhku wuxuu muujinayaa jilaaga taariikhiga ah ee Shiinaha Zhuge Liang, kaas oo naaneyskiisa ka dhashay magaca sumadda, oo lagu sawiray qaab majaajilo ah oo lagu qoslo. Muuqaal wejiga oo la buux-dhaafiyay iyo erayga la hadlo ee "Wow" waxay tilmaamayaan dhadhanka jilicsan ee cuntada fudud. Magaca sumadda ee Wo Long ayaa loo beddelay Wow Long. Sheekooyin sawir ah iyo sawirro alaab ayaa lagu daray si loo soo jiito macaamiisha da'da yar.

The Recognition

About the Abaalmarinta Naxaasta ah ee A' Design Award

Wow Long Rice Crust Shaqada Ugu Weyn: Baakadhka Cuntada Fudud waa guuleystaha Abaalmarinta Naxaasta ah ee A' Design Award, aqoonsi sharaf sare leh oo la siiyo naqshado aan caadi ahayn oo lagu garto hal-abuur, hal-abuur cusub iyo caqli. Guuleystayaasha Naxaasta waa shaqooyin xirfad buuxda leh iyo hal-abuur yaab leh oo xaqiijiya khibrad weyn, male-awaal iyo kartida naqshadeeyayaashooda. Wow Long Rice Crust Shaqada Ugu Weyn: Baakadhka Cuntada Fudud waa walax la filayo inay noqoto mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, xirfad cad leh oo hal-abuur cusub leh. Naqshadahan ku guuleystay Abaalmarinta Naxaasta ah ee A' Design Award wuxuu ku darsadaa hab-dhaqanno ugu wanaagsan farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada wuxuuna ku fiican yahay dhawrista tafaasiisha. Wow Long Rice Crust Shaqada Ugu Weyn: Baakadhka Cuntada Fudud si fiican ayay u buuxisaa baahiyaha, taabataa rabitaannada, soo jiidataa dareenka kicinayaanna xiisaha aqoonta.

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