Wow Long Rice Crust Kamasan Cemilan by Xiao Ma Song Strategic Consulting

Wow Long Rice Crust Kamasan Cemilan by Xiao Ma Song Strategic Consulting is a highly esteemed winner of the very prestigious 2024 A' Design Award Perunggu in Desain Bungkusan Competition Category.

PerungguBungkusan· 2024

Wow Long Rice Crust Kamasan Cemilan

by Xiao Ma Song Strategic Consulting

Client: Xiao Ma Song Strategic Consulting Co., Ltd

A' Design Award Perunggu Winner in Bungkusan Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Wow Long Rice Crust Kamasan Cemilan

Wow Long Rice Crust nyaéta desain kamasan pikeun cemilan kerupuk beas tradisional Cina. Desain ieu ngaréaksi kana kasarupaan produk sarta citra merek anu geus kolot dina kategori cemilan ieu. Kamasan ieu némbongkeun tokoh sajarah Cina Zhuge Liang, anu ngaran samaranna jadi inspirasi ngaran merek, digambar kalayan gaya komik anu lucu. Ekspresi wajah anu dibarungbangkeun sarta kecap ucapan Wow nujul kana tékstur kenyel tina cemilan éta. Ngaran merek Wo Long dirobah jadi Wow Long. Carita ilustrasi jeung poto produk digabungkeun pikeun narik minat konsumén ngora.

The Recognition

About the A' Design Award Perunggu

Wow Long Rice Crust Kamasan Cemilan mangrupa juara A' Design Award Perunggu, pangakuan anu pohara bergengsi anu dipasihkeun ka desain unggul anu dicirikeun ku kréativitas, kacerdikan jeung kawaspadaan. Para juara Perunggu téh artéfak anu lobaan kaahlian jeung kréatif pisan anu ngabuktikeun pangalaman anu lega, imajinasi jeung kacerdasan para désainerna. Wow Long Rice Crust Kamasan Cemilan diharepkeun jadi objék anu dihargaan, dikagumi jeung dipikanyaah anu profésional jeung inovatif. Desain juara A' Design Award Perunggu ieu ngalebetkeun prakték pangalusna dina seni, élmu, desain jeung téknologi, sarta unggul dina perhatian kana détail. Wow Long Rice Crust Kamasan Cemilan minuhan kabutuhan kalayan éndah, nyentuh kahayang, nyenangkeun rasa, jeung narik rasa panasaran.

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