Wow Long Rice Crust
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.
Wow Long Rice Crust Snack Packaging by Guan Zi has been highlighted as an exceptional representation of communication design by the A' Design Award. Wow Long Rice Crust Snack Packaging earned the Bronze A' Design Award in Packaging Design in 2024. The A' Packaging Design Award is an international, juried, academic and meritocratic design competition that rewards superior design of bottles, boxes, cans, pouches, tubes, cartons, wrappers, bags and more.
