In Scene
In Scene is a brand renewal programme for a coffee brand based in Shanghai. The design uses theatre as a metaphor and places the consumer inside the scene. The gift box has a three-fold paper sculpture structure that opens like stage curtains and measures about 300 by 200 by 80 millimetres. Eco-friendly paper and metal fittings are used. A scanned code links the box to a short personality test that creates a card for sharing. Stores add light, scent and sound to extend the coffee experience.
In Scene Brand Experience by Ziyang Wang was featured as a creative example of communication design by the A' Design Award & Competition. In Scene Brand Experience earned the Bronze A' Design Award in Advertising, Marketing and Communication Design in 2026. The A' Advertising, Marketing and Communication Design Award is a highly prestigious international design competition that honors excellent design of advertisement campaigns, billboards, commercials, print ads, social media campaigns, direct mails, radio spots, email marketing, outdoor advertising and more.
