HME is a boutique travel company curating high-end South African experiences specifically for the Chinese market. The task was to design a brand identity that bridges cultures—evoking trust, refinement, and a sense of tailored exploration. Sorted Design International developed a clean, confident identity system that fuses Eastern symbolism with contemporary minimalism. At its heart is a geometric logo that combines a stylised protea with structured Chinese-inspired characters, expressing both local authenticity and cultural resonance. The colour palette of vivid red, soft grey and crisp white nods to traditional Chinese elegance while feeling fresh and globally premium. Supporting graphic patterns subtly echo travel stamps and handcrafted textiles—adding texture without overwhelming the design. Business cards, envelopes, and letterheads were crafted with care, balancing clarity with a quiet visual rhythm. “We wanted to create something that didn’t feel ‘touristy’, but bespoke—like an invitation to something rare and considered.” The result is a brand that feels both grounded and aspirational, ready to connect discerning Chinese travellers with the magic of South Africa.