In Scene Vörumerkjaupplifunarhönnun eftir Ziyang Wang

Hönnunarverkið In Scene Vörumerkjaupplifunarhönnun eftir Ziyang Wang er hávirt verðlaunaverk sem hlaut hin virtu 2026 A' Design Award í bronsi verðlaun í keppnisflokknum Auglýsinga-, markaðs- og samskiptahönnun.

BronsAuglýsingar· 2026

In Scene Vörumerkjaupplifunarhönnun

eftir Ziyang Wang

Viðskiptavinur: Zhejiang Wanli University

Handhafi A' Design Award í bronsi í flokknum Auglýsingar

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Hönnunin

Um In Scene Vörumerkjaupplifunarhönnun

In Scene er endurnýjunaráætlun fyrir vörumerki kaffiframleiðanda með aðsetur í Sjanghæ. Hönnunin notar leikhús sem myndlíkingu og setur neytandann inn í sviðsmyndina. Gjafaaskjan er með þrefaldri pappírsskúlptúrbyggingu sem opnast eins og leiktjöld og mælist um 300 sinnum 200 sinnum 80 millimetrar. Notaður er umhverfisvænn pappír og málmfestingar. Skannaður kóði tengir öskjuna við stutt persónuleikapróf sem býr til kort til að deila. Verslanir bæta við ljósi, ilmi og hljóði til að auka kaffiupplifunina.

Viðurkenningin

Um A' Design Award í bronsi

In Scene Vörumerkjaupplifunarhönnun vann A' Design Award í bronsi, mjög virta viðurkenningu sem veitt er framúrskarandi hönnunarverkum sem einkennast af sköpunargáfu, hugvitssemi og skarpskyggni. Sigurvegarar í bronsi eru ríkulega leiknir og áberandi skapandi gripir sem staðfesta víðtæka reynslu, ímyndunarafl og útsjónarsemi hönnuða sinna. Þess er vænst að In Scene Vörumerkjaupplifunarhönnun sé mjög metinn, dáður og elskaður hlutur sem er einstaklega fagmannlegur og nýstárlegur. Þetta hönnunarverk sem vann A' Design Award í bronsi felur í sér bestu starfsvenjur í list, vísindum, hönnun og tækni og er framúrskarandi fyrir athygli sína á smáatriðum. In Scene Vörumerkjaupplifunarhönnun fullnægir þörfum á dásamlegan hátt, snertir langanir, heillar tilfinningar og vekur forvitni.

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Heimildir, hópmeðlimir og tæknilegar upplýsingar frá hönnuðinum.

Einstakar eiginleikar: 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.
Stærðir og umbúðir: 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.
Merki: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Framleiðslutækni: 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.
Hönnunaráskorun: 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.
Rannsóknir: 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.
Innblástur: 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.
Lengd verkefnis: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Verkflæði: 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.
Liðsmenn: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Myndheimildir: 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.