Roots Зины by Xun Zuo is a highly esteemed winner of the very prestigious 2025 Бронзовая премия A' Design Award in Дизайн печатных и опубликованных медиа Competition Category.
БронзоваяПечать· 2025
Roots Зины
by Xun Zuo
Client: Xunzuodesign
Бронзовая премия A' Design Award Winner in Печать Category
Verified Award Winner
Verify Award Status for #172635The Design
About Roots Зины
Эта модульная публикация состоит из зинов, каждый из которых создан с визуальным языком, отражающим идентичность рассказчиков. В центре внимания — нью-йоркские кофейни, и проект запечатлевает, как новые иммигранты находят связи и чувство принадлежности. Сшитый и вакуумно запечатанный формат вызывает ощущение непостоянства и эмоционального напряжения. Через личные истории проект раскрывает социальную ценность малого бизнеса и переосмысливает эмоциональный дизайн как инструмент инклюзии.
The Recognition
About the Бронзовая премия A' Design Award
Roots Зины — лауреат Бронзовой премии A' Design Award, весьма престижного признания, присуждаемого выдающимся проектам, отличающимся творческим подходом, изобретательностью и сообразительностью. Обладатели Бронзовой премии — это в полной мере искусные и поразительно творческие произведения, свидетельствующие об огромном опыте, воображении и находчивости их авторов. Ожидается, что Roots Зины станет высокоценимым, вызывающим восхищение и дорогим сердцу объектом, заметно профессиональным и инновационным. Этот проект, получивший Бронзовую премию A' Design Award, воплощает лучшие практики в искусстве, науке, дизайне и технологиях и превосходен вниманием к деталям. Roots Зины прекрасно удовлетворяет потребности, затрагивает желания, очаровывает чувства и пробуждает любопытство.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- A book of zines, each a voice, a mood, a rhythm. Designed with visualized personal styles from the storyteller, these fragments emerge from coffee shops in New York, where new immigrants seek connection in a fast moving city. Loosely sewn and vacuum sealed, the form speaks of impermanence. This modular archive becomes both vessel and invitation, mapping emotion, honoring small businesses, and asking what design can do when it listens.
- Dimensions & Packaging
- 203.2 mm x 139.7 mm zine, 6 zines total, 120 pages, printed media with sewn binding, vacuum sealed in a plastic bag.
- Tags
- Zine, Book, Ethnographic Research, Branding, Customer Experience
- Production Technology
- A modular collection of zines, each using different paper stocks, printing methods, and a mix of sewn and Coptic binding. Every material choice was shaped by conversations with storytellers. Inspired by the Chinese Red Thread legend, the bindings reflect connection and distance. A business card included in the set acts as an invitation, extending the narrative and welcoming new voices into the ongoing story.
- Design Challenge
- The biggest challenge was conducting interviews with storytellers in a neutral, non leading way, helping them share their stories without guiding them toward specific narratives about their relationship with coffee and local culture. This was particularly challenging because the influence of environment, brand design, and tone on consumers, especially who are not native speakers, is often indirect.
- Research
- This research combines qualitative and quantitative methods to explore how coffee connects foreign individuals to local communities. It aims to understand how cafe branding influences consumer decision making. Data was collected through interviews, questionnaires, and cultural probes with over 40 participants. The findings emphasize the significance of emotional connections in branding and suggest that businesses can enhance consumer engagement by focusing on emotional design in real life interactions.
- Inspiration
- Coffee branding often reflects local culture and community, as coffee shops serve as social anchors. As a former international student, I saw coffee, a global symbol, as a bridge to belonging. I visited local cafes across New York, gathering stories from outsiders and navigating connections. This project is both a storytelling platform and a reflection on how brand and experience design shape human relationships.
- Project Duration
- An ongoing project started in August 2022. The most recent update was in July 2024.
- Operation Flow
- This book, or zine collection, connects with readers through print in a tangible way. Its unique visual language tells stories while reflecting the personal style of each storyteller. The first zine introduces the inspiration of the project, followed by others sharing diverse stories, reinforcing community. The final zine guides readers on how to participate and invites them to contribute. A business card on the vacuum sealed packaging provides submission details.
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