Xiao Ma Song Strategic Consulting 的作品 Wow Long Rice Crust 休闲零食包装

设计师 Xiao Ma Song Strategic Consulting 的作品 Wow Long Rice Crust 休闲零食包装荣获了极具声望的 2024 A' Design Award 铜奖，竞赛类别为包装设计。

铜包装· 2024

Wow Long Rice Crust 休闲零食包装

设计师： Xiao Ma Song Strategic Consulting

客户: Xiao Ma Song Strategic Consulting Co., Ltd

包装类别A' Design Award 铜奖获奖者

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设计作品

关于 Wow Long Rice Crust 休闲零食包装

Wow Long锅巴是一款为中国传统锅巴零食打造的包装设计。该设计针对此类零食品类中产品同质化严重、品牌形象老化的问题作出回应。包装以幽默漫画风格描绘了中国历史人物诸葛亮,其别号正是品牌名称的灵感来源。夸张的面部表情与"Wow"的惊叹语,巧妙呼应了产品耐嚼的口感。品牌名称由"卧龙"升级为"Wow Long",并将插画故事与产品实拍照片相结合,以吸引更年轻的消费群体。

荣誉认可

关于A' Design Award 铜奖

Wow Long Rice Crust 休闲零食包装是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Wow Long Rice Crust 休闲零食包装将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Wow Long Rice Crust 休闲零食包装出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: 220mmX50mmX320mm
标签: Chinese,Wowlong,Rice,Crust
生产技术: With vivid illustrated stories and exaggerated expressions combined with appetizing product pictures, to attract the attention of consumers.
设计挑战: 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.
灵感: 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.
项目周期: 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.
团队成员: 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
图片版权: Illustrator :Wang Dianhe