By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Tourist merch breaks every merch rule I give brands and it works.

When we design corporate swag, I preach:
📣 Subtle logo
📣 Lead with values
📣 Create something people want to wear, not something they feel obligated to

But travel merch?
Big. Bold. Zero chill.

City names in giant letters. Fonts screaming for attention.
No subtlety. No mystery. Just full-volume:
📣 LOOK WHERE I WENT. 📣

In tourist merch, the name is the brand.

That hat that just says “SICILY” in a varsity font? It’s doing its job.

Rules shift with context.
And that’s the secret to great branded merch, knowing when to follow the guidelines, and when to blow them up for maximum impact.

If your brand wants merch that stands out, think about the environment it will live in. In corporate settings, subtlety often wins. On vacation? Loud and proud might be the move.

So tell me if you had to choose one every day of your trip: cannoli (fresh, obvs) or gelato?

For me, it’s cannoli. Every time.