Wow Long Rice Crust Iṣẹ́ Àkọ́kọ́: Ìdì Oúnjẹ Ìṣẹ́wàrà by Xiao Ma Song Strategic Consulting is a highly esteemed winner of the very prestigious 2024 Àmì-ẹ̀yẹ Idẹ A' Design Award in Àpẹẹrẹ Ìdìpò Competition Category.
IdẹÌdìpò· 2024
Wow Long Rice Crust Iṣẹ́ Àkọ́kọ́: Ìdì Oúnjẹ Ìṣẹ́wàrà
by Xiao Ma Song Strategic Consulting
Client: Xiao Ma Song Strategic Consulting Co., Ltd
Àmì-ẹ̀yẹ Idẹ A' Design Award Winner in Ìdìpò Category
Verified Award Winner
Verify Award Status for #154451The Design
About Wow Long Rice Crust Iṣẹ́ Àkọ́kọ́: Ìdì Oúnjẹ Ìṣẹ́wàrà
Ọ̀rọ̀ Ìwé: Wow Long Rice Crust jẹ́ àpẹẹrẹ ìdì fún oúnjẹ ìṣẹ́wàrà ìbílẹ̀ ará Ṣáínà tí a ṣe láti ìresì. Àpẹẹrẹ yìí dáhùn sí bí àwọn ọjà ṣe jọra ara wọn àti àwòrán ami-àṣẹ tí ó ti darúgbó nínú ẹ̀ka oúnjẹ ìṣẹ́wàrà yìí. Ìdì náà ṣàfihàn ẹni ìtàn ará Ṣáínà, Zhuge Liang, ẹni tí orúkọ àpèjúwe rẹ̀ ni ó mú kí a wá orúkọ ami-àṣẹ náà jáde, tí a yàwòrán rẹ̀ ní ọ̀nà eré-idárayá. Ìríra ojú tí a ṣàpọ̀jù àti ọ̀rọ̀ tí a sọ pé Wow ń tọ́ka sí bí oúnjẹ náà ṣe le jẹ ní ẹnu. Orúkọ ami-àṣẹ Wo Long ni a ṣàtúnṣe rẹ̀ di Wow Long. Àwọn ìtàn tí a yàwòrán àti àwòrán fọ́tò ọjà ni a kó pọ̀ láti fa àwọn ọ̀dọ́-onílò ọjà mọ́ra.
The Recognition
About the Àmì-ẹ̀yẹ Idẹ A' Design Award
Wow Long Rice Crust Iṣẹ́ Àkọ́kọ́: Ìdì Oúnjẹ Ìṣẹ́wàrà jẹ́ olùborí Àmì-ẹ̀yẹ Idẹ A' Design Award, ìdánimọ̀ olókìkí gan-an tí a fún àwọn àwòṣe tó tayọ tí wọ́n yàtọ̀ nípasẹ̀ ìṣẹ̀dá, àrékérekè àti ọgbọ́n inú. Àwọn olùborí Idẹ jẹ́ àwọn ohun èlò tó ní ìjáfáfá gan-an tí wọ́n sì ní ìṣẹ̀dá tó yani lẹ́nu tí wọ́n ń ṣe ẹ̀rí ìrírí gbígbòòrò, ìrònú àti ọgbọ́n àwọn olùṣàwòṣe wọn. A retí pé Wow Long Rice Crust Iṣẹ́ Àkọ́kọ́: Ìdì Oúnjẹ Ìṣẹ́wàrà yóò jẹ́ ohun tí a kà sí gidigidi, tí a gbóríyìn fún tí a sì nífẹ̀ẹ́, tó jẹ́ ti ọ̀jáfáfá lọ́nà tó ṣe pàtàkì tó sì ní ìmúṣẹ̀dá tuntun. Àwòṣe tó borí Àmì-ẹ̀yẹ Idẹ A' Design Award yìí ń kó àwọn ọ̀nà tó dára jùlọ nínú iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ jọ, ó sì tayọ nítorí àfiyèsí rẹ̀ sí àwọn àlàyé kékeré. Wow Long Rice Crust Iṣẹ́ Àkọ́kọ́: Ìdì Oúnjẹ Ìṣẹ́wàrà ń tẹ́ àwọn ohun tí a nílò lọ́rùn lọ́nà àgbàyanu, ó ń fọwọ́ kan àwọn ìfẹ́ inú, ó ń gbà ọkàn ó sì ń fa ìfẹ́ láti mọ̀ mọ́ra.
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
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