In Scene Brend Tejribesi Dizaýny by Ziyang Wang

In Scene Brend Tejribesi Dizaýny by Ziyang Wang is a highly esteemed winner of the very prestigious 2026 A' Design Award Bürünç Baýragy in Mahabat, Marketing we Aragatnaşyk Dizaýny Competition Category.

BürünçMahabat· 2026

In Scene Brend Tejribesi Dizaýny

by Ziyang Wang

Client: Zhejiang Wanli University

A' Design Award Bürünç Baýragy Winner in Mahabat Category

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Verified Award Winner

Verify Award Status for #179887

View at A' Design Award Press Release Award Badge

Colors

The Design

About In Scene Brend Tejribesi Dizaýny

In Scene — Şanhaýda ýerleşýän kofe brendi üçin brend täzeleniş maksatnamasydyr. Dizaýn teatry metafora hökmünde ulanýar we sarp edijini sahnanyň içine ýerleşdirýär. Sowgat gutusy sahna perdesi ýaly açylýan üç gatly kagyz heýkel gurluşyna eýe bolup, ölçegleri takmynan 300 x 200 x 80 millimetrdir. Ekologiýa taýdan arassa kagyz we metal esbaplar ulanylýar. Skanirlenen kod gutyny paýlaşmak üçin kartoçka döredýän gysga şahsyýet testine baglaýar. Dükanlar kofe tejribesini giňeltmek üçin yşyk, ys we ses goşýarlar.

The Recognition

About the A' Design Award Bürünç Baýragy

In Scene Brend Tejribesi Dizaýny A' Design Award Bürünç Baýragynyň ýeňijisidir; bu döredijilik, ussatlyk we ýiti akyl bilen tapawutlanýan tapawutly dizaýnlara berilýän aşa abraýly ykrarnamadyr. Bürünç ýeňijileri dizaýnerleriniň giň tejribesini, hyýalyny we tapawutlylygyny tassyklaýan örän ussat we geň galdyryjy derejede döredijilikli eserlerdir. In Scene Brend Tejribesi Dizaýny uly baha berilýän, haýran galynýan we söýülýän, üns çekiji derejede hünärmenlikli we täzelikçi zat bolmagy garaşylýar. A' Design Award Bürünç Baýragyny gazanan bu dizaýn sungatda, ylymda, dizaýnda we tehnologiýada iň oňat tejribeleri öz içine alýar we jikme-jiklige edýän üni bilen ajaýypdyr. In Scene Brend Tejribesi Dizaýny zerurlyklary ajaýyp derejede kanagatlandyrýar, isleglere degýär, duýgulary özüne çekýär we gyzyklanmany çekýär.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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 & Packaging: 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.
Tags: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Inspiration: 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.
Project Duration: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Operation Flow: 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.
Team Members: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Image Credits: 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.