Lucrarea In Scene Design de Experiență de Brand de Ziyang Wang este un câștigător de mare prestigiu al premiului 2026 A' Design Award de Bronz în Categoria de Competiție Publicitate.

BronzPublicitate· 2026

In Scene Design de Experiență de Brand

de Ziyang Wang

Client: Zhejiang Wanli University

Câștigător al premiului A' Design Award de Bronz în Categoria Publicitate

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Designul

Despre In Scene Design de Experiență de Brand

In Scene este un program de reînnoire a brandului pentru un brand de cafea cu sediul în Shanghai. Designul folosește teatrul ca metaforă și plasează consumatorul în interiorul scenei. Cutia cadou are o structură de sculptură din hârtie pliată în trei, care se deschide asemenea cortinelor de scenă și măsoară aproximativ 300 pe 200 pe 80 de milimetri. Sunt utilizate hârtie ecologică și accesorii metalice. Un cod scanat conectează cutia la un scurt test de personalitate care creează un card pentru distribuire. Magazinele adaugă lumină, parfum și sunet pentru a extinde experiența cafelei.

Recunoașterea

Despre A' Design Award de Bronz

In Scene Design de Experiență de Brand a câștigat A' Design Award de Bronz, o recunoaștere extrem de prestigioasă acordată designurilor remarcabile care se disting prin creativitate, ingeniozitate și istețime. Câștigătorii Bronzului sunt artefacte din plin pricepute și izbitor de creative, care atestă experiența vastă, imaginația și resursele designerilor lor. Se așteaptă ca In Scene Design de Experiență de Brand să fie un obiect foarte apreciat, admirat și prețuit, remarcabil de profesionist și inovator. Acest design câștigător al A' Design Award de Bronz încorporează cele mai bune practici din artă, știință, design și tehnologie și este excelent prin atenția la detalii. In Scene Design de Experiență de Brand satisface splendid nevoile, atinge dorințele, vrăjește sentimentele și stârnește curiozitatea.

În Spatele Designului

Dosar de Presă

Credite, membri ai echipei și detalii tehnice furnizate de designer.

Proprietăți Unice: 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.
Dimensiuni și Ambalare: 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.
Etichete: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Tehnologie de Producție: 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.
Provocare de Design: 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.
Cercetare: 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.
Inspirație: 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.
Durata Proiectului: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Flux Operațional: 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.
Membrii Echipei: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Credite Imagini: 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.