FOR IMMEDIATE RELEASE

Wow Long Rice Crust: A Playful Take on Chinese Tradition

Guan Zi introduces Wow Long Rice Crust, a playful and innovative rebranding of the traditional Chinese snack packaging. Inspired by the historical figure Zhuge Liang, the brand's new comic style and the replacement of "Wo" with "Wow" aim to appeal to younger consumers while maintaining a connection to Chinese heritage. The humorous portrayal of Zhuge Liang and the incorporation of the word "Wow" on the packaging bring a fresh and fun perspective to the snack.

The brand's unique approach lies in the playful reinterpretation of Zhuge Liang's image, departing from the traditional serious portrayal to a more light-hearted and engaging comic style. The incorporation of the word "Wow" amplifies the chewy and amusing experience of the snack, setting it apart from conventional packaging designs.

Utilizing vivid illustrated stories and exaggerated expressions, the packaging aims to captivate consumers with its youthful and appetizing appeal. The dimensions of the packaging are 220mm x 50mm x 320mm, offering a substantial canvas for the vibrant and engaging design.

Guan Zi's team, including Bai Lu, Wang Dianhe, Shi Ruoyu, Zhu Xiaolin, and Li Sitong, along with illustrator Wang Dianhe and strategic contributors Xiao Masong, Huang Zheng, Ying Yaojie, Li Huizi, Wang Yang, and Sun Nan, collaborated to bring this innovative concept to life.

The project commenced in October 2022 and concluded in April 2023 in Beijing, with extensive research focused on addressing the challenges of product homogeneity and image aging within the Chinese traditional snack industry. By infusing the design with elements that resonate with young consumers, Guan Zi sought to revitalize the market for traditional snacks, providing a fresh perspective and emotional resonance for a new generation.

Guan Zi's innovative approach has been recognized with the Bronze A' Design Award in Packaging Design in 2024, acknowledging the brand's exceptional creativity and resourcefulness in redefining snack packaging. The playful and engaging rebranding of Wow Long Rice Crust exemplifies Guan Zi's commitment to infusing traditional products with contemporary appeal, contributing to the enhancement of consumer experiences.

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