Wow Long Rice Crust Snack Packaging by Xiao Ma Song Strategic Consulting

Wow Long Rice Crust Snack Packaging by Xiao Ma Song Strategic Consulting is a highly esteemed winner of the very prestigious 2024 A' Design Award na Bronse in Disenyo ng Pakete Competition Category.

BronsePakete· 2024

Wow Long Rice Crust Snack Packaging

by Xiao Ma Song Strategic Consulting

Client: Xiao Ma Song Strategic Consulting Co., Ltd

A' Design Award na Bronse Winner in Pakete 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 Snack Packaging

Ang Wow Long Rice Crust ay isang disenyo ng packaging para sa isang tradisyunal na Chinese rice crust snack. Ang disenyo ay tumutugon sa pagkakapareho ng mga produkto at sa lumang imahe ng brand sa kategoryang ito ng snack. Ipinapakita sa packaging ang makasaysayang pigurang Tsino na Zhuge Liang, na ang palayaw ang nagbigay-inspirasyon sa pangalan ng brand, na iginuhit sa makatawang istilong komiks. Ang pinalabis na ekspresyon ng mukha at ang salitang Wow ay tumutukoy sa malagkit na texture ng snack. Na-update ang pangalan ng brand mula Wo Long tungo sa Wow Long. Pinagsama ang mga ikinuwentong kwento at larawan ng produkto upang maakit ang mga mas batang consumer.

The Recognition

About the A' Design Award na Bronse

Ang Wow Long Rice Crust Snack Packaging ay nagwagi ng A' Design Award na Bronse, isang lubhang prestihiyosong pagkilalang iginagawad sa mga natatanging disenyong nakikilala sa pagkamalikhain, katalinuhan at talas ng isip. Ang mga nagwagi ng Bronse ay mga likhang lubhang mahusay at kapansin-pansing malikhain na nagpapatunay sa malawak na karanasan, imahinasyon at pagkamaparaan ng kanilang mga tagapagdisenyo. Inaasahang ang Wow Long Rice Crust Snack Packaging ay isang lubos na pinahahalagahan, hinahangaan at minamahal na bagay na kapansin-pansing propesyonal at makabago. Ang disenyong ito na nagwagi ng A' Design Award na Bronse ay nagsasama ng pinakamahuhusay na kasanayan sa sining, agham, disenyo at teknolohiya, at mahusay dahil sa pansin nito sa detalye. Ang Wow Long Rice Crust Snack Packaging ay kahanga-hangang tumutugon sa mga pangangailangan, humahaplos sa mga hangarin, bumibighani sa damdamin at umaakit sa pag-uusisa.

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