The brand logo interprets the beauty of terraced fields in a minimalist and abstract way. Within the cascading terraces, the depicted Miao village landscape merges with the strokes of the Chinese character Mei (beauty). The final stroke transforms into a roof, creating a harmonious visual effect. This design not only conveys the core concept of beauty but also emphasizes the unique cultural and natural charm of the local countryside. As a result, the brand is not just a logo but has become an emotional connection and a place to aspire to.
Meng Xiaoming currently serves as CEO and Art Director of dawnbrand Design. With 13 years of cross-disciplinary design experience, he specializes in brand strategy and innovative design services. His award-winning works include the 2025 iF Design Award and 2024 Japan G-Mark Design Award. As the founder of dawnbrand, which operates under the core philosophy of "Brand Innovation, Value Sharing", he integrates Eastern cultural innovation with dedicated efforts in Chinese domestic brand development. Committed to building a brand product strength consulting service system, Meng Xiaoming drives collaborative growth between clients and brands, fostering a synergy rooted in cultural insight and strategic excellence.
The "Meet in Arcadia" project is a village-wide comprehensive development project initiated by Yusei Foundation in 2018 with the goal of promoting rural revitalization. The project takes the inheritance of traditional village culture and lifestyle as the premise, rural tourism as the main industry, and the support and development of the collective economy and the stimulation of villagers' endogenous motivation as the core, and helps villages achieve comprehensive revitalization through systematic support and promotion. Through systematic support and whole-village promotion, the project helps rural areas achieve comprehensive revitalization. Longtang Village in Leishan County, Guizhou Province is the first pilot village of the "Meet in Arcadia" project. By the end of 2021, the Longtang project had basically completed the project plan and achieved milestones.