Wow Long Rice Crust
Snack Packaging for Xiao Ma Song Strategic Consulting Co., Ltd
Chinese traditional snacks - rice crust is facing the problem of product homogeneity and image ageing. To expand the youth-oriented market, they took the famous Chinese historical figure Zhuge Liang as a prototype and use the energetic comic style to establish the visual tone of the product. Then, they exaggerated his facial expression to reflect the unique chewy taste of the snack, which could also quickly capture the attention of consumers. Finally, They applied the element of Wow to further amplify the emotional expression of the package.
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Wow Long Rice Crust by Guan Zi
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Snack Packaging by Guan Zi
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Wow Long Rice Crust Snack Packaging Press Releases
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Wow Long Rice Crust Snack Packaging Media Articles
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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.
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
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.
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.
Image Credits
Illustrator :Wang Dianhe
Project Overview
Wow Long Rice Crust Snack Packaging has been a Bronze winner in the Packaging Design award category in the year 2023 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Bronze Recognition
Guan Zi was recognized with the coveted Bronze A' Design Award in 2024, a testament to excellence of their work Wow Long Rice Crust Snack Packaging.
Guan Zi Press Releases
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Wow Long Rice Crust Redefines Snack Packaging with Comic Style Rebranding
Guan Zi Unveils Wow Long Rice Crust with Comic Style Rebranding
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