Ziyang Wang طرفان In Scene برانڊ تجربي جي ڊيزائن انتهائي معتبر 2026 A' Design Award برونز انعام جو فاتح آهي اشتهاربازي، مارڪيٽنگ ۽ رابطي جو ڊيزائن مقابلي جي درجي ۾.
برونزاشتهاربازي· 2026
In Scene برانڊ تجربي جي ڊيزائن
Ziyang Wang طرفان
ڪلائنٽ: Zhejiang Wanli University
اشتهاربازي درجي ۾ A' Design Award برونز انعام فاتح
تصديق ٿيل ايوارڊ فاتح
ڊزائين #179887 لاءِ ايوارڊ جي حيثيت جي تصديق ڪريوڊزائن
In Scene برانڊ تجربي جي ڊيزائن بابت
اِن سين شنگهائي ۾ قائم هڪ ڪافي برانڊ لاءِ برانڊ جي نئين سر جوڙجڪ جو پروگرام آهي. هي ڊيزائن ٿيئٽر کي استعاري طور استعمال ڪري ٿي ۽ صارف کي منظر جي اندر رکي ٿي. تحفي واري دٻي ۾ ٽن تهن واري ڪاغذي مجسمي جي بناوت آهي جيڪا اسٽيج جي پردن وانگر کلي ٿي ۽ ان جي ماپ لڳ ڀڳ 300 x 200 x 80 ملي ميٽر آهي. ماحول دوست ڪاغذ ۽ ڌاتوءَ جا پرزا استعمال ڪيا ويا آهن. هڪ اسڪين ٿيندڙ ڪوڊ دٻي کي هڪ مختصر شخصيت جي ٽيسٽ سان ڳنڍي ٿو جيڪا شيئر ڪرڻ لاءِ هڪ ڪارڊ ٺاهي ٿي. اسٽور روشني، خوشبوءِ ۽ آواز شامل ڪري ڪافي جي تجربي کي وڌائين ٿا.
سڃاڻپ
A' Design Award برونز انعام بابت
In Scene برانڊ تجربي جي ڊيزائن A' Design Award برونز انعام جو کٽيندڙ آهي، تمام گهڻو معزز اعتراف جيڪو تخليقيت، اختراع ۽ ذڪاوت سان ممتاز بهترين ڊيزائنن کي ڏنو وڃي ٿو. برونز جا کٽيندڙ ڀرپور مهارت واريون ۽ نمايان طور تخليقي شاهڪار آهن، جيڪي پنهنجي ڊيزائنرن جي وسيع تجربي، تخيل ۽ ڏاهپ جي تصديق ڪن ٿيون. In Scene برانڊ تجربي جي ڊيزائن کان اميد ڪئي وڃي ٿي ته اهو هڪ تمام گهڻو قدر ڪيل، ساراهيل ۽ پيارو شيءِ هوندو، قابل ذڪر حد تائين پيشه ورانه ۽ جدت وارو. هي ڊيزائن جنهن A' Design Award برونز انعام کٽيو آهي، فن، سائنس، ڊيزائن ۽ ٽيڪنالاجي ۾ بهترين طريقا شامل ڪري ٿو ۽ ننڍين تفصيلن ڏانهن ڌيان ڏيڻ ڪري شاندار آهي. In Scene برانڊ تجربي جي ڊيزائن ضرورتون خوبصورتيءَ سان پوريون ڪري ٿو، خواهشن کي ڇهي ٿو، جذبن کي موهي ٿو ۽ تجسس ڇڪي ٿو.
ڊزائن جي پسمنظر
پريس ڪِٽ
ڊزائنر طرفان فراهم ڪيل ڪريڊٽس، ٽيم ميمبرز ۽ ٽيڪنيڪل تفصيلات.
- منفرد خاصيتون
- 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.
- ماپ ۽ پيڪيجنگ
- 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.
- ٽيگ
- Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
- پيداواري ٽيڪنالاجي
- 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.
- ڊزائين چيلينج
- 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.
- تحقيق
- 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.
- الهام
- 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.
- منصوبي جو عرصو
- The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
- عمل جو فلو
- 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.
- ٽيم ميمبر
- Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He - تصوير ڪريڊٽ
- 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.
اسپانسرڊ
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