Wow Long Rice Crust Snack Packaging by Xiao Ma Song Strategic Consulting |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Wow Long Rice Crust PRIMARY FUNCTION: Snack Packaging 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. UNIQUE PROPERTIES / PROJECT DESCRIPTION: 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. OPERATION / FLOW / INTERACTION: 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. PROJECT DURATION AND LOCATION: The project started in October 2022 in Beijing and finished in April 2023 in Beijing. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: With vivid illustrated stories and exaggerated expressions combined with appetizing product pictures, to attract the attention of consumers. SPECIFICATIONS / TECHNICAL PROPERTIES: 220mmX50mmX320mm TAGS: Chinese,Wowlong,Rice RESEARCH ABSTRACT: 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. CHALLENGE: How to make young people like traditional food, how to retain the visual assets of old packaging to the new packaging design ADDED DATE: 2023-09-22 15:20:55 TEAM MEMBERS (3) : Design:Guan Zi ,Bai Lu,Wang Dianhe,Shi Ruoyu ,Zhu Xiaolin,Li Sitong, Illustration:Wang Dianhe and Strategic:Xiao Masong,Huang Zheng,Ying Yaojie,Li Huizi,Wang Yang,Sun Nan IMAGE CREDITS: Illustrator :Wang Dianhe |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Xiao Ma Song Strategic Consulting Co., Ltd PROFILE: Xiao Ma Song strategy consulting is a company that can produce good strategies and execute them perfectly |
| AWARD DETAILS | |
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Wow Long Rice Crust Snack Packaging by Xiao Ma Song Strategic Consulting is Winner in Packaging Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with Xiao Ma Song Strategic Consulting. · Click here to register inorder to view the profile and other works by Xiao Ma Song Strategic Consulting. |
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