回山计划 · 東山古村集

Cover Image for 回山计划 · 東山古村集


The term "Chushan" in ancient Chinese culture originates from the "Book of Jin: Biography of Xie An." It goes, "Xie An of the Jin Dynasty was profoundly perceptive and distinguished from a young age. He chose to live in seclusion on the Eastern Mountain, repeatedly declining official appointments. It was not until Huan Wen invited him to serve as a Sima that he began his official career and eventually became a key minister in the imperial court." Xie An was once in reclusive retirement on the Eastern Mountain and only emerged from his seclusion to aid the state in times of crisis. The phrase "Chushan" later came to metaphorically refer to someone taking up an official post or assuming a certain duty, indicating that a person has become accomplished and has promising prospects.


In the current era of peace, those who "Chushan" no longer return to the countryside; instead, young people head for the cities, leaving behind only the elderly and children in rural areas. The neighborly bonds and warmth I remember from my childhood now exist only in memory. How do we encourage young people to return to the villages? How can we rekindle the natural vitality inherent in rural life? Taking inspiration from the origin of the term "Chushan" in Shangyu, Zhejiang Province's Dongshan, we have launched the "COME BACK HOME," with Dongshan serving as the inaugural site for its implementation. We are determined to create a model for rural revitalization in China.




The concept of "Huishan" refers to someone leaving behind the hustle and bustle or the hectic pace of city life to return to the countryside in pursuit of a tranquil, natural, and simple way of life. As such, "Huishan" is seen as a spiritual quest for inner peace and freedom.In ancient times, there were those who emerged from seclusion to aid the world; today, we have people returning to the mountains to rejuvenate rural areas. Our "COME BACK HOME" is designed to reawaken the cultural essence of villages and stimulate their organic growth. With a companionable approach to management, we aim to preserve the sentimental longing for the countryside and restore a warm, vibrant rural way of life.

Dongshan Village Cluster is the flagship site of the Shang Dongshan cultural and tourism “Come back home” initiative. It starts with Dongshan Village as the primary natural village and progressively encompasses a network of surrounding villages. The business model integrates hotels, guesthouses, dining, cafes, tea houses, campsites, libraries, museums, intangible cultural heritage workshops, design studios, rural innovation academies, and youth co-creation spaces. Drawing inspiration from the historical revival of Xie An's Eastern Mountain retreat, Xie Lingyun's landscape poetry, and the Yue kiln celadon culture, the project aims to provide visitors with an authentic and warm living experience in an ancient village setting.


Dongshan Village, also known as Dongjiashan Village, was once part of the historical Twelve Du (administrative divisions). It is located 12.5 kilometers south of Shangyu City and 2 kilometers away from the Grand Dongshan Hotel. It is backed by the Dongjia Mountain Lion's Head Peak, with residential buildings constructed along the slope. To the southeast lies Liangwang Mountain, to the northeast is Elephant Trunk Peak, and to the west are farmlands and ponds, beyond which lies the Cao'e River. The entire village rests quietly in the embrace of these three mountains, resembling a giant swallow's nest. Dongjiashan Village has at least an 800-year history since the Dong family settled there, and it has been listed in the fourth batch of China's traditional villages.


Dongshan Village ClusterBrand Identity logo Unveiled


Conveying the Central Idea


An ideal and vibrant village is surely a gathering place for native villagers, newcomers, and those returning home. Just like a swallow beneath the eaves waiting for the return of its kin from the south, through the design of the brand's visual identity, we hope to bestow upon Dongshan Ancient Village Collection a deeper and more auspicious significance.


Brand slogan


Living in birthplace of Jiangnan Yue kiln and landscape poetry.

/设计灵感Design Inspiration


Taking into account the geographical features of Dongshan Village, which is surrounded by mountains on three sides and resembles a village resting in a giant swallow's nest, the image of a swallow has been incorporated as an auxiliary design element for the village's visual identity.In China, the swallow is considered an auspicious bird and a symbol of culture. It represents the longing for a beautiful life and also signifies spring, the changes of the world, and the hardships of wandering travelers who are far from home. Furthermore, the swallow is associated with love, wealth, and good fortune. In Chinese rural areas, if a swallow builds its nest under the eaves of a family's home, it is believed to bring good luck and prosperity to that household.

我们结合东山村的中国传统古中式建筑屋檐外貌特征与老台门特色,故将「屋檐」与「老台门」形态组合,作为形象标识的主要设计元素。两者形态组合,也形成「亼」字形态。亼 [jí],从入从一,形如山水,三合也。象三合之形。 古通「集」。在「東山古村集」品牌案名中,该图形设计具有集合、聚合之意。

Combining the characteristics of traditional Chinese architecture and the distinctive old-style gateways found in Dongshan Village, the "eaves" and the "old gateways" have been merged to form the primary design elements of the village's visual identity. Together, they create the shape of the character "亼" (jí).The character 亼 (jí) consists of the components for "enter" and "one," resembling the form of mountains and waters, symbolizing unity and convergence. It is an ancient character that is interchangeably used with "集" (jí), which means to gather or to assemble. In the brand name "Dongshan Ancient Village Collection," this graphic design captures the essence of gathering and convergence.


For the case name design, the main visual features the Chinese font "Source Han Serif" (思源宋体), adhering to the ancient book tradition of vertical text that reads from right to left. The auxiliary visual for the English font is set in "Stardom," chosen for its broad recognition and easy comprehension as part of the village's identity. This combination aims to convey the concept of a Chinese ancient village resort amidst picturesque landscapes, presented in a manner that resonates with an international audience.





東山古村集 驻村:王泽


更多故事 More Stories

Cover Image for “李佳琦风波”之下,国货品牌营销的新玩法



Cover Image for 用东山文化提升企业家信心指数