Wow Long Rice Crust Snack Packaging

Packaging Design Award Winner.
Awarded for Good Packaging Design.

Wow Long Rice Crust Snack Packaging
by Guan Zi

Awarded April 15, 2024
CLIENT: Xiao Ma Song Strategic Consulting Co., Ltd
13.863

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.

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