In Scene Disinn ta' Esperjenza tal-Marka minn Ziyang Wang

Id-disinn In Scene Disinn ta' Esperjenza tal-Marka minn Ziyang Wang huwa rebbieħ stmat ħafna tal-prestiġjuż 2026 Premju A' Design Award tal-Bronż fil-Kategorija tal-Kompetizzjoni ta' Disinn tar-Reklamar, Kummerċjalizzazzjoni u Komunikazzjoni.

BronżReklamar· 2026

In Scene Disinn ta' Esperjenza tal-Marka

minn Ziyang Wang

Klijent: Zhejiang Wanli University

Rebbieħ tal-Premju A' Design Award tal-Bronż fil-Kategorija ta' Reklamar

7,423

Rebbieħ ta' Premju Ivverifikat

Ivverifika l-Istatus tal-Premju għal #179887

Ara fuq A' Design Award Stqarrija għall-Istampa Badge tal-Premju

Kuluri

Id-Disinn

Dwar In Scene Disinn ta' Esperjenza tal-Marka

In Scene huwa programm ta' tiġdid tal-marka għal marka tal-kafè bbażata f'Shanghai. Id-disinn juża t-teatru bħala metafora u jpoġġi lill-konsumatur ġewwa x-xena. Il-kaxxa tar-rigal għandha struttura ta' skultura tal-karta li tintewa fi tliet partijiet u tinfetaħ bħal purtieri tal-palk, u tkejjel madwar 300 b'200 b'80 millimetru. Jintużaw karta ekoloġika u aċċessorji tal-metall. Kodiċi skennjat jorbot il-kaxxa ma' test qasir tal-personalità li joħloq karta għall-qsim. Il-ħwienet iżidu d-dawl, ir-riħa u l-ħoss biex jestendu l-esperjenza tal-kafè.

Ir-Rikonoxximent

Dwar il-Premju A' Design Award tal-Bronż

In Scene Disinn ta' Esperjenza tal-Marka huwa rebbieħ tal-Premju A' Design Award tal-Bronż, rikonoxximent prestiġjuż ħafna mogħti lil disinji eċċellenti ddistingwuti mill-kreattività, l-ingenwità u l-għaqal. Ir-rebbieħa tal-Bronż huma xogħlijiet bi ħila biżżejjed u kreattivi b'mod impressjonanti li jawtentikaw l-esperjenza vasta, l-immaġinazzjoni u l-ħila ta' riżorsi tad-disinjaturi tagħhom. Huwa mistenni li In Scene Disinn ta' Esperjenza tal-Marka ikun oġġett imqabbar ħafna, mammirat u maħbub, notevolment professjonali u innovattiv. Dan id-disinn rebbieħ tal-Bronż jinkorporaw l-aħjar prattiki fl-arti, ix-xjenza, id-disinn u t-teknoloġija u huwa eċċellenti fl-attenzjoni għad-dettalji. In Scene Disinn ta' Esperjenza tal-Marka jissodisfa l-ħtiġijiet b'mod eċċellenti, imiss ix-xewqat, jinċanta s-sentimenti u jattira l-kurżità.

Wara d-Disinn

Kit għall-Istampa

Krediti, membri tat-tim u dettalji tekniċi pprovduti mid-disinjatur.

Proprjetajiet Uniċi: 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.
Dimensjonijiet u Ippakkjar: 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.
Tikketti: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Teknoloġija tal-Produzzjoni: 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.
Sfida tad-Disinn: 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.
Riċerka: 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.
Ispirazzjoni: 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.
Tul tal-Proġett: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Fluss tal-Operazzjoni: 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.
Membri tat-Tim: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Krediti tal-Immaġni: 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.