In Scene Dizajn brend iskustva — аутор Ziyang Wang

Дизајн In Scene Dizajn brend iskustva аутора Ziyang Wang је високо цењени добитник веома престижне награде 2026 Бронзана награда A' Design Award у категорији такмичења Дизајн оглашавања, маркетинга и комуникације.

БронзанаОглашавање· 2026

In Scene Dizajn brend iskustva

аутор: Ziyang Wang

Клијент: Zhejiang Wanli University

Добитник награде Бронзана награда A' Design Award у категорији Оглашавање

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Верификовани добитник награде

Верификујте статус награде за #179887

Погледајте на A' Design Award Саопштење за медије Значка награде

Боје

Дизајн

О дизајну In Scene Dizajn brend iskustva

In Scene je program obnove brenda za brend kafe sa sedištem u Šangaju. Dizajn koristi pozorište kao metaforu i smešta potrošača unutar scene. Poklon kutija ima trostruku strukturu papirne skulpture koja se otvara poput pozorišnih zavesa i meri oko 300 x 200 x 80 milimetara. Korišćeni su ekološki prihvatljiv papir i metalni okovi. Skenirani kod povezuje kutiju sa kratkim testom ličnosti koji kreira karticu za deljenje. Prodavnice dodaju svetlo, miris i zvuk kako bi proširile doživljaj kafe.

Признање

О награди Бронзана награда A' Design Award

In Scene Dizajn brend iskustva је добитник Бронзане награде A' Design Award, високо престижног признања које се додељује изванредним дизајнима који се одликују креативношћу, домишљатошћу и оштроумношћу. Добитници Бронзане награде у потпуности су вешти и упечатљиво креативни артефакти који потврђују велико искуство, машту и снаљажљивост својих дизајнера. Очекује се да In Scene Dizajn brend iskustva буде високо цењен, дивљен и вољен предмет, запажено професионалан и иновативан. Овај дизајн награђен Бронзаном наградом A' Design Award уграђује најбоље праксе у уметности, науци, дизајну и технологији и одличан је по пажњи према детаљима. In Scene Dizajn brend iskustva сјајно задовољава потребе, дотиче жеље, очарава осећања и привлачи радозналост.

Иза дизајна

Комплет за медије

Заслуге, чланови тима и технички детаљи које је обезбедио дизајнер.

Јединствене карактеристике: 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.
Димензије и паковање: 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.
Ознаке: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Технологија производње: 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.
Дизајнерски изазов: 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.
Истраживање: 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.
Инспирација: 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.
Трајање пројекта: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Ток рада: 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.
Чланови тима: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Заслуге за фотографије: 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.