Wow Long Rice Crust Umsebenzi Ophambili: Ipakheji Yesidlo Esincinci by Xiao Ma Song Strategic Consulting

Wow Long Rice Crust Umsebenzi Ophambili: Ipakheji Yesidlo Esincinci by Xiao Ma Song Strategic Consulting is a highly esteemed winner of the very prestigious 2024 Ibhaso Lebhronzi le-A' Design Award in Uyilo lwePakheji Competition Category.

IbhronziIpakheji· 2024

Wow Long Rice Crust Umsebenzi Ophambili: Ipakheji Yesidlo Esincinci

by Xiao Ma Song Strategic Consulting

Client: Xiao Ma Song Strategic Consulting Co., Ltd

Ibhaso Lebhronzi le-A' Design Award Winner in Ipakheji Category

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The Design

About Wow Long Rice Crust Umsebenzi Ophambili: Ipakheji Yesidlo Esincinci

Umbhalo Wencwadi: I-Wow Long Rice Crust yiyilo lepakheji yesidlo esincinci sesintu saseTshayina esenziwe ngerayisi. Uyilo luyaphendula kwingxaki yokufana kweemveliso kunye nomfanekiso wophawu olwaluphelelwa lixesha kule ndidi yezidlo ezincinci. Ipakheji ibonisa umlinganiswa wembali yaseTshayina uZhuge Liang, ogama lakhe lasetyalike lakhuthaza igama lophawu, izotywe ngesitayile sekhomiki esihlekisayo. Imbonakalo yobuso egqithisiweyo kunye negama elithethwayo elithi Wow zibhekisa kwimo yokutya enokuhlafunwa yesidlo esincinci. Igama lophawu elithi Wo Long lahlaziywa laba nguWow Long. Amabali abonakaliswe ngemifanekiso kunye nemifanekiso yemveliso zidityanisiwe ukuze zitsale abathengi abaselula.

The Recognition

About the Ibhaso Lebhronzi le-A' Design Award

Wow Long Rice Crust Umsebenzi Ophambili: Ipakheji Yesidlo Esincinci ngumphumeleli weIbhaso Lebhronzi le-A' Design Award, ukuqatshelwa okuhlonitshwayo kakhulu okunikwa imiyilo ephawulekayo eyahlukaniswa kukuyila, ubukrelekrele nobukrelekrele. Abaphumeleleyo beBhronzi ziimveliso ezinobuchule obukhulu nezidala ngokumangalisayo ezingqina amava aphangaleleyo, ukucinga nokwazi ukuzenzela kwabayili bazo. Wow Long Rice Crust Umsebenzi Ophambili: Ipakheji Yesidlo Esincinci iyathenjwa ukuba ibe yimpahla exatyiswa kakhulu, edunyiswayo nethandwayo enobungcali obuphawulekayo nezinto ezintsha. Lo myilo uphumeleleyo weIbhaso Lebhronzi le-A' Design Award ubandakanya iindlela ezilungileyo kakhulu kubugcisa, inzululwazi, uyilo kunye nobuchwephesha kwaye ugqwesile ngenxa yokunikela ingqalelo kwiinkcukacha. Wow Long Rice Crust Umsebenzi Ophambili: Ipakheji Yesidlo Esincinci iyanelisa iimfuno ngokumangalisayo, ichukumisa iinqwenelo, ikhwebela iimvakalelo kwaye itsala umdla.

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