Launched in 2023, Gui Ke Hui is Guizhou’s official premium tourism platform, created to integrate the province’s finest tourism resources into one seamless digital ecosystem.
To pioneer in China’s niche travel market, the platform lacked a clearer strategic positioning, a distinctive visual identity and a digital experience that could fully deliver its boutique, high-end promise.
Partnering with Gui Ke Hui, Labbrand upgraded the brand and its experience, transforming it from a traditional OTA into a leading boutique cultural tourism platform.
Guided by the Brand Power Model, Labbrand built the brand strategy around the three meanings embedded in the name Gui · Ke · Hui.
Gui (Precious) is our nature, elevating Guizhou’s position as China’s leading boutique travel destination.
Ke (Guests) comes first, crafting rewarding experiences that connect people with Guizhou’s rich cultural heritage.
Hui (Gathering) unlocks possibility, integrating Guizhou’s high-quality tourism assets into an ecosystem for collective growth.
Together, the strategic framework was encapsulated into the brand slogan: “Gathering What Matters, Creating What’s Rare”(“因相荟，而珍贵”), expressing the belief that truly precious journeys are created through meaningful encounters between people, culture and place.
The visual identity draws inspiration from Guizhou’s cultural heritage and natural landscape. The logo adopts the Taiji Fish motif from Guizhou folk art, rendered in flowing lines that echo the region’s dramatic karst topography. A deep indigo palette, inspired by Guizhou’s traditional batik craftsmanship, reinforces the brand’s cultural authenticity and refined character.
To ensure flexibility across various touchpoints, Labbrand also developed four logo variations, enabling the identity to adapt seamlessly across technology-driven interfaces, cultural storytelling and marketing communications.
Beyond visual identity, Labbrand restructured the Gui Ke Hui mini program to deliver a more intuitive and immersive cultural experience.
A unified visual language and streamlined user journey were introduced, amplifying the brand’s premium positioning. For high-frequency scenarios such as accommodation booking, ticket purchasing, and itinerary plannings, user flows were simplified to ensure smoother interaction. Immersive content modules and scenario-based recommendations further enriched discovery, while deepening guests’ connection with Guizhou cultural heritage.
This project was a powerful representation of Labbrand’s “Systematic Brand Development” vision, seamlessly integrating strategy, design and experience capabilities to deliver a full brand solution that power long-term, sustainable growth.
More than a tourism platform, Gui Ke Hui has transformed into a multi-dimensional ecosystem where culture, technology and human connection come together—making every encounter truly precious.
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