Press Release
Xiao Ma Song Strategic Consulting Receives the Bronze A' Design Award for Wow Long Rice Crust Snack Packaging in Packaging Design
Xiao Ma Song Strategic Consulting recognized for packaging design by the international grand jury of the 2023 - 2024 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 14, 2024 /DesignNewswire/ Wow Long Rice Crust Snack Packaging by Xiao Ma Song Strategic Consulting, designed for Xiao Ma Song Strategic Consulting Co., Ltd, has been granted the Bronze A' Design Award in the Packaging Design category, A' Design Award & Competition has announced. The recognition forms part of the 2023 - 2024 A' Design Award & Competition and was determined through blind peer review by an international grand jury panel of established academics, design professionals and press members, who evaluated anonymized entries against predetermined criteria.
The Bronze A' Design Award Explained
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.
About Wow Long Rice Crust Snack Packaging
Wow Long Rice Crust is a packaging design for a traditional Chinese rice crust snack. The design responds to product sameness and an ageing brand image in this snack category. The packaging shows the Chinese historical figure Zhuge Liang, whose nickname inspired the brand name, drawn in a humorous comic style. An exaggerated facial expression and the spoken word Wow refer to the chewy texture of the snack. The brand name Wo Long was updated to Wow Long. Illustrated stories and product photographs are combined to attract younger consumers.
About Xiao Ma Song Strategic Consulting
It is a top-ranked strategy consulting company in China. It is good at using precise strategies and practical and effective business design to help customers with brand and marketing consulting to solve the problems encountered by enterprises. The products he designed have won many international design awards.
Award Record
This recognition makes Xiao Ma Song Strategic Consulting a winner of 1 A' Design Award.
About the A' Packaging Design Award
The A' Packaging Design Award is an international packaging competition that recognizes outstanding packaging designs by talented packaging designers worldwide. It is organized within the A' Design Award & Competition and is open to packaging designers, graphic designers, branding agencies and product manufacturers from all countries. Typical entries include bottles, boxes, cans, pouches, tubes and cartons. The awarded packaging designs are published at https://dezigners.org/design-category/packaging
About A' Design Award & Competition
Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is to advance society through good design, by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Nominations are peer reviewed and evaluated anonymously by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. Eligible laureates receive the A' Design Prize, which includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, uploading a work and receiving a preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. More information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://dezigners.org/154451
- A' Design Award Page: https://competition.adesignaward.com/154451
- Media Showcase: https://www.designnewsroom.com/!154451
- Laureate Profile: https://dezigners.org/d/348709
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Wow Long Rice Crust Snack Packaging
- Function
- Snack Packaging
- Category
- Packaging Design
- Discipline
- Communication Design
- Industry
- Packaging & Retail, Branding & Advertising and Manufacturing
- Colors
- Crimson, Orange, Black, Firebrick and Forest Green
- Images
- 5
- Client
- Xiao Ma Song Strategic Consulting Co., Ltd
The Recognition
- Laureate
- Xiao Ma Song Strategic Consulting
- Country
- China
- Recognition
- Bronze A' Design Award
- Edition
- 2023 - 2024
- Design ID
- #154451
Credits
- Team
- Guan Zi ,Bai Lu,Wang Dianhe,Shi Ruoyu ,Zhu Xiaolin,Li Sitong, Wang Dianhe and Xiao Masong,Huang Zheng,Ying Yaojie,Li Huizi,Wang Yang,Sun Nan
- Image Credits
- Illustrator :Wang Dianhe
Design Details
- 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.
- 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.
- 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.
- Challenge
- How to make young people like traditional food, how to retain the visual assets of old packaging to the new packaging design
- Realization and Technology
- With vivid illustrated stories and exaggerated expressions combined with appetizing product pictures, to attract the attention of consumers.
- Operation and 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.
- Keywords
- Chinese,Wowlong,Rice,Crust
