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 has been highlighted as a grand illustration 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 an international, juried, academic and meritocratic design accolade which honors exceptional design of advertisement campaigns, billboards, commercials, print ads, social media campaigns, direct mails, radio spots, email marketing, outdoor advertising and more.
