Reka bentuk In Scene Reka Bentuk Pengalaman Jenama oleh Ziyang Wang ialah pemenang yang sangat dihormati bagi 2026 A' Design Award Gangsa yang amat berprestij dalam Kategori Pertandingan Reka Bentuk Pengiklanan, Pemasaran dan Komunikasi.
GangsaPengiklanan· 2026
In Scene Reka Bentuk Pengalaman Jenama
oleh Ziyang Wang
Klien: Zhejiang Wanli University
Pemenang A' Design Award Gangsa dalam Kategori Pengiklanan
Pemenang Anugerah Yang Disahkan
Sahkan Status Anugerah untuk #179887Reka Bentuk
Mengenai In Scene Reka Bentuk Pengalaman Jenama
In Scene ialah program pembaharuan jenama untuk sebuah jenama kopi yang berpangkalan di Shanghai. Reka bentuk ini menggunakan teater sebagai metafora dan meletakkan pengguna di dalam adegan tersebut. Kotak hadiah ini mempunyai struktur arca kertas lipat tiga yang terbuka seperti tirai pentas dan berukuran kira-kira 300 x 200 x 80 milimeter. Kertas mesra alam dan kelengkapan logam digunakan. Kod yang diimbas menghubungkan kotak tersebut kepada ujian personaliti ringkas yang menghasilkan kad untuk dikongsi. Kedai-kedai menambah cahaya, wangian dan bunyi untuk memperkayakan pengalaman menikmati kopi.
Pengiktirafan
Mengenai A' Design Award Gangsa
In Scene Reka Bentuk Pengalaman Jenama ialah pemenang A' Design Award Gangsa, pengiktirafan yang amat berprestij yang dianugerahkan kepada reka bentuk cemerlang yang dicirikan oleh kreativiti, kecerdikan dan ketajaman fikiran. Pemenang Gangsa ialah artifak yang amat mahir dan sangat kreatif yang membuktikan pengalaman luas, imaginasi dan akal budi pereka bentuknya. In Scene Reka Bentuk Pengalaman Jenama diharapkan menjadi objek yang sangat dihargai, dikagumi dan disayangi, sangat profesional dan inovatif. Reka bentuk pemenang A' Design Award Gangsa ini merangkumi amalan terbaik dalam seni, sains, reka bentuk dan teknologi, dan cemerlang dalam perhatiannya terhadap butiran. In Scene Reka Bentuk Pengalaman Jenama memenuhi keperluan dengan indah, menyentuh keinginan, memikat perasaan dan menarik rasa ingin tahu.
Di Sebalik Reka Bentuk
Kit Akhbar
Kredit, ahli pasukan dan butiran teknikal yang disediakan oleh pereka.
- Ciri-Ciri Unik
- 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.
- Dimensi & Pembungkusan
- 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.
- Tag
- Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
- Teknologi Pengeluaran
- 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.
- Cabaran Reka Bentuk
- 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.
- Penyelidikan
- 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.
- Inspirasi
- 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.
- Tempoh Projek
- The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
- Aliran Operasi
- 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.
- Ahli Pasukan
- Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He - Kredit Imej
- 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.
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