In Scene Dizajn iskustva brenda – dizajner Ziyang Wang

Dizajn In Scene Dizajn iskustva brenda čiji je autor Ziyang Wang iznimno je cijenjeni dobitnik prestižne nagrade 2026 Brončana nagrada A' Design Award u natjecateljskoj kategoriji Oglašavanje, Marketing i Komunikacija.

BroncaOglašavanje· 2026

In Scene Dizajn iskustva brenda

autor/ica Ziyang Wang

Klijent: Zhejiang Wanli University

Dobitnik nagrade Brončana nagrada A' Design Award u kategoriji Oglašavanje

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Dizajn

O dizajnu In Scene Dizajn iskustva brenda

In Scene je program obnove brenda za brend kave sa sjedištem u Šangaju. Dizajn koristi kazalište kao metaforu i smješta potrošača unutar scene. Poklon kutija ima trostruku strukturu papirnate skulpture koja se otvara poput kazališnih zavjesa i mjeri približno 300 x 200 x 80 milimetara. Korišteni su ekološki prihvatljiv papir i metalni okovi. Skenirani kod povezuje kutiju s kratkim testom osobnosti koji stvara karticu za dijeljenje. Trgovine dodaju svjetlo, miris i zvuk kako bi proširile iskustvo kave.

Priznanje

O nagradi Brončana nagrada A' Design Award

In Scene Dizajn iskustva brenda je pobjednik Brončane nagrade A' Design Award, visoko prestižnog priznanja koje se dodjeljuje izvanrednim dizajnima što se odlikuju kreativnošću, domišljatošću i oštroumnošću. Brončani pobjednici izdašno su vješti i upečatljivo kreativni artefakti koji potvrđuju golemo iskustvo, maštu i snalažljivost svojih dizajnera. Očekuje se da In Scene Dizajn iskustva brenda bude visoko cijenjen, voljen i njegovan predmet koji je izuzetno profesionalan i inovativan. Ovaj dizajn koji je osvojio Brončanu nagradu A' Design Award uključuje najbolje prakse u umjetnosti, znanosti, dizajnu i tehnologiji i izvrstan je zbog pažnje posvećene detaljima. In Scene Dizajn iskustva brenda sjajno zadovoljava potrebe, dotiče želje, očarava osjećaje i privlači znatiželju.

Iza dizajna

Komplet za medije

Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: 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.
Dimenzije i pakiranje: 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.
Oznake: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Proizvodna tehnologija: 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.
Dizajnerski izazov: 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.
Istraživanje: 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.
Inspiracija: 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.
Trajanje projekta: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Tijek rada: 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.
Članovi tima: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Zasluge za fotografije: 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.