Ziyang Wang tomonidan In Scene Brend tajribasi dizayni

Ziyang Wang tomonidan yaratilgan In Scene Brend tajribasi dizayni — Reklama, Marketing va Kommunikatsiya Dizayni tanlov toifasida nufuzli 2026 A' Design Award Bronza Mukofoti mukofotining yuqori baholangan g'olibidir.

BronzaReklama· 2026

In Scene Brend tajribasi dizayni

muallif: Ziyang Wang

Mijoz: Zhejiang Wanli University

Reklama toifasida A' Design Award Bronza Mukofoti g'olibi

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Tasdiqlangan mukofot g'olibi

#179887 uchun mukofot holatini tasdiqlash

A' Design Award saytida ko'rish Press-reliz Mukofot nishoni

Ranglar

Dizayn

In Scene Brend tajribasi dizayni haqida

In Scene — Shanxayda joylashgan qahva brendi uchun brendni yangilash dasturidir. Dizayn teatrni metafora sifatida ishlatadi va iste'molchini sahna ichiga joylashtiradi. Sovg'a qutisi sahna pardalari kabi ochiladigan uch qavatli qog'oz haykal tuzilishiga ega bo'lib, taxminan 300 x 200 x 80 millimetr o'lchamdadir. Ekologik toza qog'oz va metall detallar qo'llanilgan. Skanerlash uchun kod qutini qisqa shaxsiyat testiga bog'laydi, u esa ulashish uchun karta yaratadi. Do'konlar qahva tajribasini kengaytirish uchun yorug'lik, hid va tovush qo'shadi.

Tan olinish

A' Design Award Bronza Mukofoti haqida

In Scene Brend tajribasi dizayni A' Design Award Bronza Mukofotining g‘olibi bo‘lib, bu ijodkorlik, zukkolik va topqirlik bilan ajralib turuvchi a’lo dizaynlarga beriladigan o‘ta nufuzli e’tirofdir. Bronza g‘oliblari o‘z dizaynerlarining keng tajribasi, tasavvuri va topqirligini tasdiqlovchi juda mohir va hayratlanarli darajada ijodiy buyumlardir. In Scene Brend tajribasi dizayni yuqori qadrlanadigan, hayrat bilan qaraladigan va suyukli, diqqatga sazovor darajada kasbiy va innovatsion buyum bo‘lishi kutiladi. A' Design Award Bronza Mukofotini qo‘lga kiritgan ushbu dizayn san’at, fan, dizayn va texnologiyadagi eng yaxshi amaliyotlarni o‘zida mujassam etadi va tafsilotlarga e’tibori bilan a’lodir. In Scene Brend tajribasi dizayni ehtiyojlarni go‘zal qondiradi, istaklarga tegadi, tuyg‘ularni maftun etadi va qiziqishni jalb qiladi.

Dizayn ortida

Press-kit

Dizayner tomonidan taqdim etilgan kreditlar, jamoa a'zolari va texnik tafsilotlar.

Noyob xususiyatlar: 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.
O'lchamlar va qadoqlash: 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.
Teglar: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Ishlab chiqarish texnologiyasi: 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.
Dizayn muammosi: 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.
Tadqiqot: 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.
Ilhom: 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.
Loyiha muddati: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Ish jarayoni: 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.
Jamoa a'zolari: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Rasm mualliflari: 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.