Brand Tone

Aspirational, Authentic, and Community-Centric. Relaxed, inviting, and knowledgeable, like a cool friend giving insider travel tips, focusing on authentic experiences.

Brand Values

• •Community
• •Authenticity
• •Passion-Driven Exploration

Best Practices

• •Speak Like a Friend, Not a Corporation: Use conversational and inclusive language ("we," "us," "your"). Avoid overly formal or sales-heavy jargon. The tone should be like getting a recommendation from a trusted, well-traveled friend.
• •Lead with Authenticity: Always prioritize genuine, specific experiences over generic descriptions. Instead of "See the best of Paris," opt for "Discover the Parisian neighborhood that locals love."
• •Champion the Community: Regularly feature and credit user-submitted content ("A gem from our friend @username..."). Actively ask for contributions in your copy to reinforce the brand's community-driven value.
• •Connect Apparel to Experiences: Frame products not just as items, but as part of the travel experience. Explain how a hoodie is perfect for a cool evening on the coast or how a cap is your companion for a city-wide walk.
• •Focus on the "Why," Not Just the "What": The brand's foundation is a passion for culture—food, music, art. Ensure the copy reflects this. Don't just post a photo of a restaurant; tell the story behind it, the specific dish to try, or the vibe of the place.

Social Perception

Niche, Credible, and Culturally Savvy. Perceived as a lifestyle brand intersecting travel, fashion, and urban culture, appealing to independent travelers, creatives, and those seeking insider knowledge and authentic experiences.

Copy Examples

• •Lisbon's best coffee isn't always in the main square. Sometimes, it's tucked away on a side street, waiting for you to find it. This is one of those hidden gems. Got a spot we need to know about? Tag us in your discoveries. #CityGuideEurope #HiddenGems
• •More Than a Destination. It's a Journey. Apparel and curated city gems for the modern explorer.
• •For market finds in Marseille or carrying your sketchbook in Berlin. Our Heroine Tote is made for the journey and the destination. Durable, organic cotton with our signature embroidery. Your new essential for exploring.
• •Inside: 5 Hidden Gems in Amsterdam + Our New Collection
• •We started City Guide Europe because we believe the best trips are guided by passion, not just a map. We're a community of friends—explorers, artists, and entrepreneurs—sharing the spots we love. This is your journal for real travel.