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
Project year: —

AChallenge

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

CDesign

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

DApplication

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

Core thinking

Core challenge: A varied rural space needs a reason to return beyond the initial scenery.
Core thinking: 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.