由設計師 Xiao Ma Song Strategic Consulting 創作嘅 Wow Long Rice Crust 零食包装 係備受推崇嘅 2024 A' Design Award 銅獎 得獎作品，獲獎類別為 包裝設計。
銅包裝· 2024
Wow Long Rice Crust 零食包装
由 Xiao Ma Song Strategic Consulting
客戶: Xiao Ma Song Strategic Consulting Co., Ltd
包裝 類別嘅 A' Design Award 銅獎 得獎者
經驗證嘅獲獎者
驗證設計 #154451 嘅獲獎狀態設計
關於 Wow Long Rice Crust 零食包装
《哇龙锅巴》系包装设计，专为一款中国传统锅巴零食而设计。呢个设计针对呢个零食类别入面产品同质化同品牌形象老化嘅问题嚟设计。包装上画咗中国历史人物诸葛亮，佢嘅别名启发咗品牌名称嘅由来，以幽默漫画风格绘制。夸张嘅面部表情同埋讲出「哇」呢个字，正正呼应咗呢款零食嗰种有嚼劲嘅口感。品牌名「卧龙」亦更新为「哇龙」。插画故事同产品实物摄影相结合，务求吸引年轻消费者嘅目光。
榮譽認可
關於A' Design Award 銅獎
Wow Long Rice Crust 零食包装是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Wow Long Rice Crust 零食包装將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Wow Long Rice Crust 零食包装出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。
設計背後
新聞資料包
由設計師提供嘅製作人員名單、團隊成員同技術詳情。
- 獨特屬性
- 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.
- 尺寸同包裝
- 220mmX50mmX320mm
- 標籤
- Chinese,Wowlong,Rice,Crust
- 生產技術
- With vivid illustrated stories and exaggerated expressions combined with appetizing product pictures, to attract the attention of consumers.
- 設計挑戰
- How to make young people like traditional food, how to retain the visual assets of old packaging to the new packaging design
- 研究
- 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. - 靈感
- 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.
- 項目時長
- The project started in October 2022 in Beijing and finished in April 2023 in Beijing.
- 操作流程
- 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.
- 團隊成員
- 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 - 圖片來源
- Illustrator :Wang Dianhe
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