Xinyu

Giving a rural destination reasons to return

Xinyu brings coffee, tea, design-led retail, salons, family activities and short stays into Tangdi Village, Shaoxing. Rural surroundings and orchid culture provide a setting for urban visitors to slow down, participate and reconnect through different activities.

Region: Shaoxing, Zhejiang
Industry: Rural lifestyle
Scope: Brand strategy · Visual identity · Communication

AChallenge The task

Located in Tangdi Village, Shaoxing, Xinyu brings together drinks, retail, salons, family activities and short stays. The project gives these activities one clear reason to visit.

BThinking The key decision

The brand is organised around a rural emotional retreat for urban people, connecting local culture, changing content and relationships beyond the first scenic visit.

CDesign Content & visual work

Orchid imagery, expressive lettering and a natural palette extend into cups, member materials, posters and screens.

DApplication Applications & delivery

Cups, member materials, posters and screens share a natural palette and layout language, linking activities and the spatial experience.

Strategy explained

Core challenge: A varied rural space needs a reason to return beyond the initial scenery.
Strategic focus: Connect local culture, activities and relationships within a rural emotional retreat.
Underlying principle: Scenery can prompt the first visit; recurring content and participation provide reasons for later ones.