In Scene Marka Sperto-Dezajno de Ziyang Wang

La dizajno In Scene Marka Sperto-Dezajno de Ziyang Wang estas tre estimata gajninto de la prestiĝa 2026 Bronza A' Design Award en la Konkursa Kategorio Dezajno de Reklamado, Merkatado kaj Komunikado.

BronzoReklamado· 2026

In Scene Marka Sperto-Dezajno

de Ziyang Wang

Kliento: Zhejiang Wanli University

Gajninto de Bronza A' Design Award en la Kategorio Reklamado

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Kontrolita Premiogajninto

Kontroli Premiostaton por #179887

Vidi ĉe A' Design Award Gazetara Komuniko Premia Insigno

Koloroj

La Dezajno

Pri In Scene Marka Sperto-Dezajno

In Scene estas marka renovig-programo por kafomarko bazita en Ŝanhajo. La dezajno uzas teatron kiel metaforon kaj metas la konsumanton internen de la sceno. La donacskatolo havas trifaldan paperskulptan strukturon, kiu malfermiĝas kiel scenejaj kurtenoj kaj mezuras proksimume 300 je 200 je 80 milimetroj. Oni uzas ekologiajn paperon kaj metalajn garniturojn. Skanebla kodo ligas la skatolon al mallonga personeca testo, kiu kreas karton por kundivido. Vendejoj aldonas lumon, odoron kaj sonon por plivastigi la kafan sperton.

La Agnosko

Pri la Bronza A' Design Award

In Scene Marka Sperto-Dezajno estas gajninto de la Bronza A' Design Award, tre prestiĝa rekono donata al elstaraj dezajnoj distingitaj per kreemo, ingenieco kaj sagaco. La Bronzaj gajnintoj estas abunde lertaj kaj frape kreemaj artefaktoj, kiuj aŭtentikigas la vastan sperton, imagpovon kaj elturniĝemon de siaj dezajnistoj. Oni atendas, ke In Scene Marka Sperto-Dezajno estu tre estimata, admirata kaj ŝatata objekto, kiu estas rimarkinde profesia kaj nova. Ĉi tiu dezajno gajninta la Bronzan A' Design Award enkorpigas plej bonajn praktikojn en arto, scienco, dezajno kaj teknologio, kaj estas bonega pro sia atento al detaloj. In Scene Marka Sperto-Dezajno bonege kontentigas bezonojn, tuŝas dezirojn, ĉarmas sentojn kaj allogas scivolemon.

Malantaŭ la Dezajno

Gazetara Dosiero

Kreditoj, teamanoj kaj teknikaj detaloj provizitaj de la dezajnisto.

Unikaj Ecoj: 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.
Dimensioj kaj Pakado: 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.
Etikedoj: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Produkta Teknologio: 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.
Dizajna Defio: 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.
Esplorado: 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.
Inspiro: 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.
Projekta Daŭro: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Funkcia Fluo: 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.
Teamanoj: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Bildaj Kreditoj: 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.