Meet in Arcadia Design de Identidade de Marca by Xiaoming Meng and Xueke Fang

Meet in Arcadia Design de Identidade de Marca by Xiaoming Meng and Xueke Fang is a highly esteemed winner of the very prestigious 2025 A' Design Award de Bronze in Design Gráfico, Ilustração e Comunicação Visual Competition Category.

BronzeGráfico· 2025

Meet in Arcadia Design de Identidade de Marca

by Xiaoming Meng and Xueke Fang

Client: China Social Entrepreneur Foundation

A' Design Award de Bronze Winner in Gráfico Category

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The Design

About Meet in Arcadia Design de Identidade de Marca

Meet in Arcadia é um design de identidade de marca criado para um projeto de revitalização rural na Aldeia de Longtang, província de Guizhou, na China. O logotipo é inspirado no caractere chinês que significa beleza. Os arrozais em terraços são desenhados de forma minimalista e abstrata. Acima dos campos, casas abstratas da aldeia Miao unem-se aos traços do caractere, e um dos traços transforma-se em telhado. A identidade apoia o turismo rural como principal indústria local. O design busca apresentar a cultura local e ajudar os moradores a participar da construção da marca.

The Recognition

About the A' Design Award de Bronze

Meet in Arcadia Design de Identidade de Marca conquistou o A' Design Award de Bronze, um reconhecimento altamente prestigiado atribuído a designs notáveis que se distinguem pela criatividade, engenho e perspicácia. Os vencedores do Bronze são artefactos amplamente habilidosos e surpreendentemente criativos que comprovam a vasta experiência, imaginação e capacidade de iniciativa dos seus designers. Espera-se que Meet in Arcadia Design de Identidade de Marca seja um objeto muito considerado, admirado e estimado, notavelmente profissional e inovador. Este design vencedor do A' Design Award de Bronze incorpora as melhores práticas em arte, ciência, design e tecnologia e é excelente pela sua atenção ao detalhe. Meet in Arcadia Design de Identidade de Marca satisfaz esplendidamente necessidades, toca desejos, encanta sentimentos e desperta curiosidade.

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]