And bank cards are branded to the nines. Not to mention platinum cards and what not.
They are branded but when was the last time you saw someone using a card that really caught your eye?
If my threat model includes getting my HWW searched whilst traveling. I would consider a decoy passphrase wallet.
Why not both? I mean, hww can have decoy passphrase or even start up to some dummy error screen until you e.g. quickly press a button 5 times or sth like that, but if it simply looks like a usb memory stick then you are most likely not going to even get in a situation when that other person starts properly investigating the device.