In Scene Prekės ženklo patirties dizainas – autorius Ziyang Wang

Darbas In Scene Prekės ženklo patirties dizainas, kurio autorius Ziyang Wang, yra itin vertinamas prestižinio 2026 Bronzinis apdovanojimas A' Design Award laimėtojas konkurso kategorijoje Reklamos, rinkodaros ir komunikacijos dizainas.

BronzinisReklama· 2026

In Scene Prekės ženklo patirties dizainas

Dizaineris: Ziyang Wang

Klientas: Zhejiang Wanli University

Kategorijos Reklama laimėtojas – Bronzinis apdovanojimas A' Design Award

7,971

Patvirtintas apdovanojimo laimėtojas

Patikrinti apdovanojimo statusą – #179887

Peržiūrėti A' Design Award Pranešimas spaudai Apdovanojimo ženklelis

Spalvos

Dizainas

Apie In Scene Prekės ženklo patirties dizainas

„In Scene“ – tai Šanchajuje įsikūrusio kavos prekės ženklo atnaujinimo programa. Dizaine teatras naudojamas kaip metafora, o vartotojas perkeliamas į pačios scenos vidų. Dovanų dėžutė turi trijų dalių sulankstomą popieriaus skulptūros struktūrą, kuri atsiveria tarsi scenos uždanga, o jos matmenys yra apie 300 x 200 x 80 milimetrų. Naudojamas ekologiškas popierius ir metalinės detalės. Nuskaitomas kodas susieja dėžutę su trumpu asmenybės testu, kuris sukuria kortelę dalijimuisi. Parduotuvėse pridedama šviesa, kvapas ir garsas, praturtinantys kavos patirtį.

Pripažinimas

Apie Bronzinis apdovanojimas A' Design Award

In Scene Prekės ženklo patirties dizainas laimėjo Bronzinį apdovanojimą A' Design Award, labai prestižinį pripažinimą, skiriamą išskirtiniams dizainams, kuriuos žymi kūrybiškumas, išradingumas ir sumanumas. Bronzos laureatai yra pakankamai įgudę ir stulbinamai kūrybingi dirbiniai, patvirtinantys jų kūrėjų didelę patirtį, vaizduotę ir išteklių gausą. Tikimasi, kad In Scene Prekės ženklo patirties dizainas bus aukštai vertinamas, žavimas ir brangus daiktas, žymiai profesionalus ir novatoriškas. Šis Bronziniu apdovanojimu įvertintas dizainas įtraukia geriausias praktikas mene, moksle, dizaine ir technologijose ir yra puikus dėl dėmesio detalėms. In Scene Prekės ženklo patirties dizainas puikiai tenkina poreikius, paliečia troškimus, žavi jausmus ir traukia smalsumą.

Už dizaino

Spaudos rinkinys

Dizainerio pateikti kreditai, komandos nariai ir techninė informacija.

Unikalios savybės: 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.
Matmenys ir pakuotė: 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.
Žymos: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Gamybos technologija: 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.
Dizaino iššūkis: 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.
Tyrimas: 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.
Įkvėpimas: 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.
Projekto trukmė: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Veikimo eiga: 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.
Komandos nariai: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Nuotraukų autoriai: 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.