In Scene Kapangidwe ka Zochitika za Mtundu wa Malonda by Ziyang Wang

In Scene Kapangidwe ka Zochitika za Mtundu wa Malonda by Ziyang Wang is a highly esteemed winner of the very prestigious 2026 Mphoto ya Bronze ya A' Design Award in Mapangidwe a Zolengeza, Kutsatsa Malonda ndi Kulumikizana Competition Category.

BronzeZolengeza· 2026

In Scene Kapangidwe ka Zochitika za Mtundu wa Malonda

by Ziyang Wang

Client: Zhejiang Wanli University

Mphoto ya Bronze ya A' Design Award Winner in Zolengeza Category

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Verified Award Winner
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View at A' Design Award Press Release Award Badge

Colors

The Design

About In Scene Kapangidwe ka Zochitika za Mtundu wa Malonda

In Scene ndi pulogalamu yokonzanso mtundu wa malonda a khofi wochokera ku Shanghai. Kapangidwe kake kamagwiritsa ntchito bwalo lamasewero ngati fanizo ndipo kamayika ogula mkati mwa chochitikacho. Bokosi la mphatso lili ndi mapangidwe a chosema chapepala chopindidwa katatu chomwe chimatseguka ngati nsalu zotchinga za siteji ndipo chili ndi kukula kwa pafupifupi mamilimita 300 ndi 200 ndi 80. Pepala losawononga chilengedwe ndi zomangira zachitsulo ndizo zagwiritsidwa ntchito. Khodi yojambulidwa imalumikiza bokosilo ku mayeso achidule a khalidwe la munthu omwe amapanga khadi logawana ndi anzake. Masitolo amawonjezera kuwala, fungo ndi mawu kuti akulitse chidziwitso cha khofi.

The Recognition

About the Mphoto ya Bronze ya A' Design Award

In Scene Kapangidwe ka Zochitika za Mtundu wa Malonda ndi mmodzi mwa opambana a Mphoto ya Bronze ya A' Design Award, kuzindikirika kolemekezeka kwambiri komwe kumaperekedwa kwa mapangidwe abwino kwambiri omwe amaonekera ndi luso lolenga, kuchenjera ndi nzeru zakuthwa. Opambana a Bronze ndi zinthu zaluso kwambiri ndi zolenga modabwitsa zomwe zimatsimikizira zochitika zazikulu, kulingalira ndi kuchenjera kwa opanga awo. In Scene Kapangidwe ka Zochitika za Mtundu wa Malonda akuyembekezeka kukhala chinthu choyamikiridwa, chosirira ndi chokondedwa, chaukatswiri wapadera ndi chatsopano. Mapangidwe opambana Mphoto ya Bronze ya A' Design Award awa amaphatikiza machitidwe abwino kwambiri a luso, sayansi, kapangidwe ndi ukadaulo ndipo ndi abwino kwambiri chifukwa cha kusamala kwawo zazing'ono. In Scene Kapangidwe ka Zochitika za Mtundu wa Malonda amakwaniritsa zosowa mokongola, kukhudza zilakolako, kukopa mitima ndi kudzutsa chidwi.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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 & Packaging: 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.
Tags: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Inspiration: 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.
Project Duration: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Operation Flow: 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.
Team Members: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Image Credits: 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.