We designed a brand rooted in the spirit of exploration, a celebration of detours, back roads and the slower, scenic way around. The logomark forms a continuous single line spelling “Qunu,” shaped into a rhythmic wave that echoes the curves of distant roads. It’s segmented into three bold colours, each tied to a dominant landscape on the tours: burgundy for rocky mountain passes, yellow for dry desert routes and teal blue for coastal stretches and lakeside detours.

These segments became the foundation of the visual language, repeated as flowing patterns and overlaid on photography to evoke motion and terrain. The result is a flexible, expressive identity that captures the joy of the journey, not just the destination.