Wow Long Rice Crust Iýmit Gaply by Xiao Ma Song Strategic Consulting

Wow Long Rice Crust Iýmit Gaply by Xiao Ma Song Strategic Consulting is a highly esteemed winner of the very prestigious 2024 A' Design Award Bürünç Baýragy in Gaplama Dizaýny Competition Category.

BürünçGaplama· 2024

Wow Long Rice Crust Iýmit Gaply

by Xiao Ma Song Strategic Consulting

Client: Xiao Ma Song Strategic Consulting Co., Ltd

A' Design Award Bürünç Baýragy Winner in Gaplama Category

14,125

Verified Award Winner

Verify Award Status for #154451

View at A' Design Award Press Release Award Badge

Colors

The Design

About Wow Long Rice Crust Iýmit Gaply

Wow Long Uzyn Tüwi Gabygy, hytaý milli tüwi gabygy iýmitiniň gaplama dizaýnydyr. Bu dizaýn, bu iýmit kategoriýasyndaky önümleriň birmeňzeşligine we köneleşen marka keşbine jogap hökmünde döredildi. Gaplamada, lakamy marka adyna ilham beren hytaý taryhy şahsyýeti Zhuge Liang, degişme äheňli komiks stilinde şekillendirilendir. Ulaldylan ýüz keşbi we aýdylan "Wow" sözi, iýmitiň çeýnenýän dokumasyna işaratdyr. Wo Long marka ady Wow Long diýip täzelendi. Ýaş sarp edijileri özüne çekmek üçin illustrasiýa edilen hekaýalar bilen önüm suratlary bilelikde ulanyldy.

The Recognition

About the A' Design Award Bürünç Baýragy

Wow Long Rice Crust Iýmit Gaply A' Design Award Bürünç Baýragynyň ýeňijisidir; bu döredijilik, ussatlyk we ýiti akyl bilen tapawutlanýan tapawutly dizaýnlara berilýän aşa abraýly ykrarnamadyr. Bürünç ýeňijileri dizaýnerleriniň giň tejribesini, hyýalyny we tapawutlylygyny tassyklaýan örän ussat we geň galdyryjy derejede döredijilikli eserlerdir. Wow Long Rice Crust Iýmit Gaply uly baha berilýän, haýran galynýan we söýülýän, üns çekiji derejede hünärmenlikli we täzelikçi zat bolmagy garaşylýar. A' Design Award Bürünç Baýragyny gazanan bu dizaýn sungatda, ylymda, dizaýnda we tehnologiýada iň oňat tejribeleri öz içine alýar we jikme-jiklige edýän üni bilen ajaýypdyr. Wow Long Rice Crust Iýmit Gaply zerurlyklary ajaýyp derejede kanagatlandyrýar, isleglere degýär, duýgulary özüne çekýär we gyzyklanmany çekýär.

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