In Scene Rancangang Pangalaman Merek naébbu Ziyang Wang

In Scene Rancangang Pangalaman Merek naébbu Ziyang Wang iyanaritu pammènangngé iya temmaka riéloinna ri 2026 A' Design Award Tambaga ri Katégori Kompétisi Desain Periklanan, Pemasaran, dan Komunikasi.

TambagaPeriklanan· 2026

In Scene Rancangang Pangalaman Merek

ᨑᨗ Ziyang Wang

ᨀᨒᨗᨕᨙ: Zhejiang Wanli University

Pammènangngé A' Design Award Tambaga ri Katégori Periklanan

7,971

Pammènangngé Anugérah Naparessoi

Paressoi Status Anugérah untu #179887

ᨈᨗᨈ ᨑᨗ A' Design Award ᨔᨗᨕᨑ ᨄᨙᨑᨙ ᨅᨙᨍᨗ ᨄᨂᨑᨁ

ᨓᨑᨊ

ᨉᨙᨔᨕᨗᨊᨙ

ᨄᨙᨑᨗᨖᨒ In Scene Rancangang Pangalaman Merek

In Scene iyanaritu séddi program pabbarui merek untu' merek kopi engkaé ri Shanghai. Disainna makkégunai téater selaku pappasangngé (metafora) nenniya nataroi pabbalancaé ri lalenna adegangngé. Kotta' kado'na mappunnai bangunan ukiran karettasa' tellu-lampi iya tattimpa'é pada-pada tirai panggung, ukuranna kira-kira 300 kali 200 kali 80 milimeter. Ripaké karettasa' ramah lingkungan sibawa passakke' polé ri bessié. Kode iya wedding riscan-é passisumpungngi kotta'é lao ri séddi uji kepribadian maponco' iya mébbué karettu untu' ripabbagéang. Toko-tokoé natambai tajang, wau sibawa oni untu' palloangngi pangalaman kopié.

ᨄᨂᨑᨁᨙ

ᨄᨙᨑᨗᨖᨒ A' Design Award Tambaga

In Scene Rancangang Pangalaman Merek iyanaritu pakoro A' Design Award Tambaga, pakalebbi iya malompo tongeng iya ripabbere ri desain luar biasa iya riissengngi nasaba kreativitas, kecerdikan sibawa ketajaman. Pakoro Tambaga iyanaritu artefak iya terampil sibawa mappabbura kreatif iya mappabbentuk pengalaman iya maega, imajinasi sibawa kecerdikan tau mabbuat. In Scene Rancangang Pangalaman Merek ripakkirangngi mancaji objek iya ripakalebbi, ripuji sibawa rirennu, profesional sibawa inovatif. Desain pakoro A' Design Award Tambaga iyae mappasilaong praktik tepat ri seni, sains, desain sibawa teknologi sibawa makessing nasaba perhatiannna ri detail. In Scene Rancangang Pangalaman Merek mappabbura kebutuhan makessing, mappakkela keinginan, mappabbentuk perasaan sibawa mappabbura rasa penasaran.

ᨑᨗ ᨆᨘᨋᨗᨊᨙ ᨉᨙᨔᨕᨗ

ᨀᨗ ᨄᨙᨑᨙ

ᨀᨑᨙᨉᨗ, ᨕᨂᨚᨈ ᨈᨗᨆ ᨔᨗᨅᨓ ᨑᨗᨏᨗ ᨈᨙᨀᨊᨗ ᨊᨄᨓᨙᨑᨙ ᨑᨗ ᨉᨙᨔᨕᨗᨊᨑᨙ.

Sipa Khas: 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.
Ukurang & Kemasang: 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
Téknologi Produksi: 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.
Tantangeng Désain: 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.
Panélitiang: 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.
Wettu Proyék: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Alur Opérasi: 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.
Anggota Tim: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Krédit Gambar: 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.