In Scene Design d'Experiéncia de Marca per Ziyang Wang

Lo dissènh In Scene Design d'Experiéncia de Marca per Ziyang Wang es un laureat autfo estimfo del prestigfo 2026 A' Design Award de Bronze dins la Categoria de Competfo Publicitat.

BronzePublicitat· 2026

In Scene Design d'Experiéncia de Marca

per Ziyang Wang

Client : Zhejiang Wanli University

Laureat del A' Design Award de Bronze dins la Categoria Publicitat

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Lo Concèpte

A prepaus de In Scene Design d'Experiéncia de Marca

In Scene es un programa de renovacion de marca per una marca de cafè basada a Shanghai. Lo design utiliza lo teatre coma metafòra e plaça lo consomator dins l'escèna. La bóstia de present a una estructura d'escultura de papièr en tres plecs que se dobrís coma de ridèus d'escèna e mesura environ 300 per 200 per 80 millimètres. De papièr ecologic e de garniments metallics son utilizats. Un còdi escanejat religa la bóstia a un cort tèst de personalitat que crèa una carta per partejar. Las botigas apondon de lum, de perfum e de son per espandir l'experiéncia del cafè.

La Reconoissença

A prepaus del A' Design Award de Bronze

In Scene Design d'Experiéncia de Marca a ganhat la distincion A' Design Award de Bronze, una reconeissença plan prestigiosa acordada a de designs excellents que se destrian per la creativitat, l'engenh e la finessa. Los ganhaires del Bronze son d'artefactes largament abils e sorprenentament creatius que provan la vasta experiéncia, l'imaginacion e l'engenhositat de lors designers. S'espèra que In Scene Design d'Experiéncia de Marca siá un objècte fòrça considerat, admirat e estimat, notablament professional e innovant. Aqueste design ganhaire de la distincion A' Design Award de Bronze integra las melhoras practicas de l'art, de la sciéncia, del design e de la tecnologia e es excellent per son atencion al detalh. In Scene Design d'Experiéncia de Marca satisfa esplendidament los besonhs, toca los desirs, encanta los sentiments e interèssa la curiositat.

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Kit de premsa

Crèdits, membres de l'equipa e detalhs tecnics fornits pel designer.

Proprietats Unicas: 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 e 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.
Etiquetas: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Tecnologia de Produccion: 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.
Desaffo de Dissènh: 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.
Recèrca: 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.
Inspiracion: 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 Projècte: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Flux Operacional: 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'Equipa: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Crèdits d'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.