Fu Zhi Landscape is a brand identity project for Fuzhi Mountain, a mountain village destination in Shaoxing. The identity brings the area’s natural scenery and rural character into a clear visual system for tourism and cultural communication.

The logo is constructed from three expressive strokes drawn from the Chinese title. Seen from top to bottom, the forms resemble layered mountain ridges; read from bottom to top, they suggest rows of terraced fields. This shifting image connects the mark to the experience of climbing through the landscape.

The custom Chinese lettering draws from clerical-script structures and the irregular strength of stone-carved characters. Its broad proportions, softened corners, and carved details reference Fuzhi Mountain’s stone wave, bamboo forests, terraced fields, mountain streams, and old village paths.

Deep green, muted violet, and warm white form the core palette, reflecting bamboo, distant mountains, stone, mist, and village architecture. The identity extends across posters, cultural events, printed matter, and visitor-facing applications while keeping a grounded and locally recognizable character.