In Scene Disseny d'Experiència de Marca de Ziyang Wang

El disseny In Scene Disseny d'Experiència de Marca de Ziyang Wang és un guanyador molt estimat del prestigiós 2026 A' Design Award de Bronze en la Categoria de Competició de Disseny de Publicitat, Màrqueting i Comunicació.

BronzePublicitat· 2026

In Scene Disseny d'Experiència de Marca

de Ziyang Wang

Client: Zhejiang Wanli University

Guanyador del A' Design Award de Bronze en la Categoria de Publicitat

7,971

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Colors

El Disseny

Sobre In Scene Disseny d'Experiència de Marca

In Scene és un programa de renovació de marca per a una marca de cafè amb seu a Xangai. El disseny utilitza el teatre com a metàfora i situa el consumidor dins de l'escena. La caixa de regal té una estructura d'escultura de paper de tres plecs que s'obre com els telons d'un escenari i mesura aproximadament 300 per 200 per 80 mil·límetres. S'utilitzen paper ecològic i accessoris metàl·lics. Un codi escanejable vincula la caixa amb un breu test de personalitat que crea una targeta per compartir. Les botigues afegeixen llum, aroma i so per ampliar l'experiència del cafè.

El Reconeixement

Sobre el A' Design Award de Bronze

In Scene Disseny d'Experiència de Marca és un guanyador del guardó A' Design Award de Bronze, un reconeixement altament prestigiós concedit a dissenys sobresortints que es distingeixen per la creativitat, l'enginy i l'astúcia. Els guanyadors de Bronze són artefactes ampliament hàbils i sorprenentment creatius que autentiquen la vasta experiència, la imaginació i el recurs dels seus dissenyadors. Es preveu que In Scene Disseny d'Experiència de Marca sigui un objecte molt apreciat, admirat i estimat, notablement professional i innovador. Aquest disseny guanyador del guardó A' Design Award de Bronze incorpora les millors pràctiques de l'art, la ciència, el disseny i la tecnologia i és excel·lent per la seva atenció al detall. In Scene Disseny d'Experiència de Marca satisfà esplèndidament les necessitats, toca els desitjos, encisa els sentiments i crida la curiositat.

Darrere del Disseny

Dossier de Premsa

Crèdits, membres de l'equip i detalls tècnics proporcionats pel dissenyador.

Propietats Úniques: My Scene in Shanghai is an integrated brand renewal strategy for Shanghai Coffee, transforming coffee consumption into an immersive Haipai cultural experience. By combining narrative-driven design, visual identity, packaging, retail scenes, and interactive media, the project turns everyday consumption into a participatory urban performance, positioning the brand as a contemporary cultural symbol of Shanghai.
Dimensions i Embalatge: The gift box features a three-fold 3D paper sculpture structure, simulating stage curtains opening, with dimensions approx. 300mm x 200mm x 80mm. Materials include eco-friendly paper and metal fittings. Interactive elements integrate mini-program H5, mobile-compatible, social media UGC collection, and immersive spatial design with light, scent, and sound, with modular store layouts. The visual system covers brand identity, color palette, graphic language, and dynamic motion graphics, supporting multi-platform outputs including print, digital, and motion.
Etiquetes: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Tecnologia de Producció: The gift box features a three-fold 3D paper sculpture structure, simulating stage curtains opening. Materials include eco-friendly paper and metal fittings. Interactive elements integrate mini-program H5 testing, social media UGC collection, and immersive spatial design (light, scent, sound). The visual system encompasses brand identity, color palette, graphic language, and dynamic motion graphics.
Repte de Disseny: The core challenge was balancing the brand’s deep historical assets with emotional engagement of contemporary young consumers. Solutions included creating a dramatic narrative framework that turns history into an interactive modern script, designing a role-playing mechanism for users to become active protagonists, and integrating online and offline touchpoints to ensure narrative continuity and immersive experience. This overcame the typical challenge of heritage brands lacking experiential and emotional resonance while considering social context, information availability, and technological feasibility.
Recerca: Type of Research: Market and user research. Research Objectives: Explore Shanghai coffee market trends, gift consumption motivations, and Gen Z cultural tourism behavior. Methodology: Desktop research and competitive analysis with consumer interviews and data analysis. Data Collection and Tools: Surveys, in-depth interviews, market data, and social media observation. Participants: Primarily Gen Z consumers and coffee enthusiasts. Results: Coffee consumption shifts from functional use to emotional and social experiences. Insights: Gift market emphasizes emotional connection and personal identity expression. Impact: Brands need to transform from traditional heritage image to immersive urban cultural IP, informing strategy, design, and marketing.
Inspiració: Inspired by Shanghai's Haipai culture, coffee heritage, and urban memory, the brand traces its origins back to 1935 as a witness to the city's evolving coffee scene. Using theatre as a metaphor, the design positions consumers as protagonists within the coffee experience, inviting them to step into the scene and reconnect with the emotional texture of the city.
Durada del Projecte: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Flux d'Operació: Users initiate a ritualized experience through the "My Scene in Shanghai" gift box, scanning a QR code to participate in the "Haipai Coffee Moments" personality test, generating personalized cards to share on social media. Offline, participants can visit immersive stores for light-and-shadow check-ins, read the Shanghai Coffee News mini-paper, and engage in pop-up activities, forming a closed-loop experience of unboxing, testing, checking in, sharing, and repurchasing.
Membres de l'Equip: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Crèdits de les Imatges: Image #1: Illustrator Ziyang Wang, Jiayun Wu and Xingyue Huang, Main Visual and Supporting Design, 2026.
Image #2: Illustrator Jiayun Wu, Promotional Material Design, 2026.
Image #3: Photographer Ziyang Wang, Advertisement Photo, 2026.
Image #4: Illustrator Ziyang Wang, Character and Card Visual Design, 2026.
Image #5: Illustrator Ziyang Wang and Hong Ligu, UI Design and Interaction, 2026.