Meet in Arcadia Hurihanga Waitohu Tūmataiti by Xiaoming Meng and Xueke Fang

Meet in Arcadia Hurihanga Waitohu Tūmataiti by Xiaoming Meng and Xueke Fang is a highly esteemed winner of the very prestigious 2025 A' Design Award Parahi in Hoahoa Whakairoiro, Whakaahua Ringa me te Whakawhitiwhiti Ataata Competition Category.

ParahiWhakairoiro· 2025

Meet in Arcadia Hurihanga Waitohu Tūmataiti

by Xiaoming Meng and Xueke Fang

Client: China Social Entrepreneur Foundation

A' Design Award Parahi Winner in Whakairoiro Category

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Verified Award Winner
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Colors

The Design

About Meet in Arcadia Hurihanga Waitohu Tūmataiti

Ko "Tūtaki i Arcadia" he hoahoa waitohu tūmataiti i hangaia mō tētahi kaupapa whakahauora tuawhenua i te Kāinga o Longtang, Porowini o Guizhou, Haina. Ko te ariā mō te waitohu i ahu mai i te pū tuhi Hainamana mō te ātaahua. Kua tuhia nga māra raihi terohanga i runga i tētahi momo whakarite kohikohi me te ariā tinihanga. I runga ake i nga māra, kua honoa nga whare kāinga Miao ki nga rārangi tuhi o te pū tuhi, ā, ka huri tētahi rārangi ki te tuanui. E tautoko ana te waitohu i te umanga tāpoi tuawhenua i te ao umanga matua o te rohe. Ko te whāinga o te hoahoa kia whakaatu i te ahurea o te rohe me te āwhina i nga tāngata o te kāinga ki te whai wāhi ki te whakatū waitohu.

The Recognition

About the A' Design Award Parahi

Ko Meet in Arcadia Hurihanga Waitohu Tūmataiti te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Meet in Arcadia Hurihanga Waitohu Tūmataiti he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Meet in Arcadia Hurihanga Waitohu Tūmataiti i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: In 2017, the project aimed to support Longtang Village in Guizhou Province. At the time, the village faced challenges such as a lack of rural industries, limited income for villagers, brain drain, and a widespread phenomenon of left-behind children. The project serves as a rural revitalization model, with rural tourism as its core industry. It emphasizes the preservation of traditional village culture and lifestyle, supports the development of the collective economy, and seeks to stimulate the intrinsic motivation of villagers.
Dimensions & Packaging: Height 594mm x Width 420mm
Tags: Branding、 Verbal Identity、 Service Branding、 Meet in Arcadia
Production Technology: I. The logo incorporates rural elements to convey the theme effectively.
II. The communication strategy emphasizes the connotation of rural culture, aiming to establish a unique brand association. The logo is simple, easy to recognize, and user-friendly, while the language is straightforward and easy to understand.

Service Policy:
I. Guide the tourism experience through design, using a unified image to provide clear direction.
II. Leverage the symbolism of the logo to build a connection with users, creating resonance and fostering emotional engagement.
Design Challenge: In terms of cultural integration, transforming traditional rural culture into modern design elements that meet contemporary demands is challenging. Regarding uniqueness, it is difficult to highlight the culture-focused revitalization model and distinguish the brand's "beauty" amid numerous rural tourism projects. Additionally, the project involves multi-dimensional goals, including economic support and the stimulation of intrinsic motivation.
Research: I. Research Background
Many rural areas in society have development problems, and Longtang Village is no exception. The meet in arcadia project aims to explore the rural revitalization model.
II. Research Methods
Qualitative methods including field observation, case analysis, in - depth interviews, and mixed research methods.
III. Research Tools
There are cameras, notebooks, questionnaire platforms, Excel, Ai, etc.
IV. Participants
Villagers, project staff, brand designers and other researchers.
V. Results and Insights
The project affects the rural economy, society and environment, with both achievements and challenges.
Inspiration: The logo design is inspired by the Chinese character for "beauty." It adopts a minimalist and abstract approach to depict a picturesque countryside with terraced rice paddies. Above the terraced fields, abstract Miao village houses are seamlessly integrated into the strokes of the Chinese character for "beauty," with one stroke transformed into a roof. This design highlights the unique charm of the local countryside while conveying the concept of "beauty."
Project Duration: The project began in 2017. Its brand design phase started in Beijing in June 2022 and concluded in September the same year. The project itself is still ongoing.
Operation Flow: Coordinating across different fields presents significant challenges, requiring careful balancing of multiple parties' needs and transforming field research findings into actionable outcomes. Planning the process around the concept of "beauty" and effectively reflecting its value is equally demanding. Moreover, it is essential to engage villagers in understanding and participating in brand building, while utilizing design elements to attract tourists and provide them with an in-depth understanding of the project.
Patents: Logo (2022) China Social Entrepreneur Foundation
Team Members: Chief Designer: Xiaoming Meng
Project Operation: Xueke Fang
Image Credits: [Image 1: Designer Meng Xiaoming, 2022.]
[Image 2: Designer Meng Xiaoming, 2022.]
[Image 3: Designer Meng Xiaoming, 2022.]
[Image 4: Designer Meng Xiaoming, 2022.]
[Image 5: Designer Meng Xiaoming, 2022.]
[Image 5: Designer Meng Xiaoming, 2022.]
[Video credits : xiaoming meng, 2022]