In Scene Markenerliefnis-Design vum Ziyang Wang

D'Wierk In Scene Markenerliefnis-Design vum Designer Ziyang Wang ass en héich geschätzten Gewënner vum prestigiéisen 2026 A' Design Award an Bronze an der Wettbewerbskategorie Reklamm, Marketing a Kommunikatiounsdesign.

BronzeReklamm· 2026

In Scene Markenerliefnis-Design

vum Ziyang Wang

Client: Zhejiang Wanli University

A' Design Award an Bronze Gewënner an der Kategorie Reklamm

7,971

Verifizéierte Präisgewënner

Präisstatus fir #179887 verifizéieren

Kuckt beim A' Design Award Pressemëtteelung Award Badge

Faarwen

Den Design

Iwwer In Scene Markenerliefnis-Design

In Scene ass e Markenerneierungsprogramm fir eng Kaffismark mat Sëtz zu Shanghai. Den Design benotzt den Theater als Metapher a plazéiert de Konsument matten an d'Szen. D'Cadeausbox huet eng dräifach Pabeierskulptur-Struktur, déi sech wéi Bühnevirhäng opmécht an ongeféier 300 op 200 op 80 Millimeter mësst. Et gi bëllegen ëmweltfrëndleche Pabeier a Metallbeschléi benotzt. E scannbare Code verbënnt d'Box mat engem kuerze Perséinlechkeetstest, deen eng Kaart fir d'Deele generéiert. D'Geschäfter setzen Luucht, Doft a Sound derbäi, fir d'Kaffiserliefnis ze erweideren.

D'Unerkennung

Iwwer den A' Design Award an Bronze

In Scene Markenerliefnis-Design ass e Gewënner vum A' Design Award an Bronze, enger héich prestigiéiser Unerkennung, déi un erausragend Designe vergi gëtt, déi sech duerch Kreativitéit, Erfindungsgab a Schlauheet ausgezeechnen. Bronze-Gewënner si voll Fäegkeet a opfälleg kreativ Wierker, déi déi grouss Erfahrung, d'Fantasie an d'Ressourceréichtum vun hire Designer bestätegen. Et gëtt erwaart, datt In Scene Markenerliefnis-Design e héich geschätzt, bewonnert a beléifte Géigestand ass, bemierkenswäert professionell an innovativ. Dëst mam Bronze ausgezeechent Design integréiert déi beschte Praktike vun der Konscht, der Wëssenschaft, vum Design an der Technologie an zeechent sech duerch Opmierksamkeet fir Detailer aus. In Scene Markenerliefnis-Design erfëllt Bedierfnesser exzellent, beréiert Wënsch, bezauberet Gefiller an erweckt Neigierecht.

Hannert dem Design

Press Kit

Credits, Teammemberen an technesch Detailer vum Designer zur Verfügung gestallt.

Eenzegaarteg Eegeschaften: 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.
Dimensiounen & Verpackung: 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.
Tags: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Produktiounstechnologie: 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.
Design Erausfuerderung: 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.
Fuerschung: 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.
Inspiratioun: 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.
Projetdauer: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Operatiounsablaf: 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.
Teammemberen: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Bildnoweis: 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.