In Scene Handelsmerkervaring-ontwerp deur Ziyang Wang

Die ontwerp In Scene Handelsmerkervaring-ontwerp deur Ziyang Wang is 'n hoogs gewaardeerde wenner van die baie prestigieuese 2026 A' Design Award in Brons in die Reklame, Bemarking en Kommunikasie Ontwerp-kompetisiekategorie.

BronsReklame· 2026

In Scene Handelsmerkervaring-ontwerp

deur Ziyang Wang

Kliënt: Zhejiang Wanli University

Wenner van die A' Design Award in Brons in die Reklame-kategorie

7,971

Geverifieerde Toekenningswenner

Verifieer Toekenningsstatus vir #179887

Bekyk by A' Design Award Persverklaring Toekenningskenteken

Kleure

Die Ontwerp

Oor In Scene Handelsmerkervaring-ontwerp

In Scene is 'n handelsmerkvernuwingsprogram vir 'n koffiehandelsmerk wat in Sjanghai gesetel is. Die ontwerp gebruik teater as metafoor en plaas die verbruiker binne die toneel. Die geskenkboks het 'n drievoudige papierskulptuurstruktuur wat soos verhooggordyne oopgaan en meet ongeveer 300 by 200 by 80 millimeter. Omgewingsvriendelike papier en metaalbeslag word gebruik. 'n Geskandeerde kode koppel die boks aan 'n kort persoonlikheidstoets wat 'n kaart skep om te deel. Winkels voeg lig, geur en klank by om die koffie-ervaring uit te brei.

Die Erkenning

Oor die A' Design Award in Brons

In Scene Handelsmerkervaring-ontwerp is 'n wenner van die A' Design Award in Brons, 'n hoogs prestigieuse erkenning wat toegeken word aan uitstaande ontwerpe wat gekenmerk word deur kreatiwiteit, vindingrykheid en skerpsinnigheid. Wenners in Brons is ruimskoots vaardige en opvallend kreatiewe artefakte wat die groot ervaring, verbeelding en vindingrykheid van hul ontwerpers bevestig. Daar word verwag dat In Scene Handelsmerkervaring-ontwerp 'n hoog aangeskrewe, bewonderde en gekoesterde voorwerp is wat merkwaardig professioneel en innoverend is. Hierdie ontwerp wat die A' Design Award in Brons gewen het, inkorporeer die beste praktyke in kuns, wetenskap, ontwerp en tegnologie en is uitstekend vanweë sy aandag aan detail. In Scene Handelsmerkervaring-ontwerp bevredig behoeftes pragtig, raak aan begeertes, bekoor gevoelens en spreek die nuuskierigheid aan.

Agter die Ontwerp

Persstel

Krediete, spanlede en tegniese besonderhede verskaf deur die ontwerper.

Unieke Eienskappe: 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.
Afmetings & Verpakking: 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.
Etikette: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Produksietegnologie: 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.
Ontwerpuitdaging: 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.
Navorsing: 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.
Inspirasie: 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.
Projekduur: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Bedryfsvloei: 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.
Spanlede: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Beeldkrediete: 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.