Wandr - Brand & Social Marketing Pack

01 - Brand System

Identity & Guidelines

Foundation

☀️ Summer Palette

Horizon Teal

#00C9A7

Primary accent

Sunset Amber

#FFB347

Secondary / warmth

Deep Ocean

#080F0E

Base background

Sea Foam

#EDF6F4

Text / headings

Gradient formula

linear-gradient(135deg, #00C9A7 → #00A88A)

❄️ Winter Palette

Arctic Blue

#7EB8F7

Primary accent

Ice Light

#B8D4F0

Secondary / frost

Polar Night

#060810

Base background

Snow White

#EEF2FF

Text / headings

Aurora gradient formula

linear-gradient(135deg, #7EB8F7 → #5A9BE0)

Typography System

Display - Playfair Display

Wandr

Discover. Explore. Return.

700 italic - Wordmark, hero H1, pull quotes

500 - Section headings (H2, H3)

400 italic - Destinations, captions, labels

Body - Outfit

From €640 per person

Discover handpicked destinations, immersive experiences, and seamless booking - built for curious travellers.

700 - Prices, CTAs, key data

500/600 - UI labels, nav, buttons

300 - Body copy, descriptions

Logo Variants

Wandr

PRIMARY - on dark background

Wandr

REVERSED - on light background

Wandr

ACCENT - hero overlays only

Wandr

WINTER - arctic blue variant

Voice & Tone

Evocative

Write for the senses. "Clifftop villages, turquoise water." Paint the picture - don't describe the photo.

Warm & Curious

Address the traveller as an explorer, not a customer. "Built for curious travellers" - curiosity is the brand's core emotion.

Confident, not pushy

No exclamation marks in brand copy. Lead with the experience, never "deals" or "cheapest". Trust through curation, not discount.

Seasonal Shift

Summer: warmth, light, coastal. Winter: wonder, silence, magic. Both anchored in the feeling of being exactly where you should be.

02 - Instagram Posts

Social Content

1080 × 1080 px

Summer Destination Post 1080×1080

Winter Destination Post 1080×1080

Brand / Quote Post 1080×1080

Experience Category Post 1080×1080

Social Proof / Stats Post 1080×1080

Carousel Cover Post 1080×1080 · Swipe format

03 - Instagram Stories

Story Templates

1080 × 1920 px

Summer Destination Story 1080×1920

Winter Destination Story 1080×1920

Poll / Engagement Story 1080×1920

Swipe-Up Brand Story 1080×1920

04 - Banners & Email

Paid Media Assets

Leaderboard · Rectangle · Email

Leaderboard Banner 728×90

Rectangle Banner 300×250

Email Header 1160×440 px

05 - Copy Bank

Platform-Ready Copy

6 formats · 2 seasons

Instagram / TikTok - Summer

THE WORLD IS WAITING. ARE YOU?

Clifftop villages. Turquoise water. Legendary sunsets. This summer, don't just scroll past the places you've always wanted to go. Start planning with Wandr - curated itineraries, 24/7 specialist support, and experiences that last longer than the photos.

🔗 Link in bio to start planning →

#wandr #travelcurated #amalficoast #santorini #summertravel #italytravel #curioustravellers #slowtravel #handpicked #travelinspiration

Instagram / TikTok - Winter

SOME PLACES ARE BETTER IN THE DARK.

Northern lights over a glass igloo. Reindeer tracks in fresh snow. The kind of silence that makes you realise you've been too loud for too long. Winter at its most extraordinary - only at Wandr.

🔗 Link in bio to explore winter collection →

#wandr #lapland #northernlights #wintertravel #finlandtravel #auroraborealis #winterescapes #curioustravellers #arctictrave #snowtravel

Google Ads - Search

Curated Travel · 180+ Destinations

H1: Wandr - Curated Travel Experiences
H2: 180+ Handpicked Destinations
H3: Specialists Reply Within 2 Hours
Desc: Amalfi Coast from €1,240. Santorini from €980. Lapland from €1,890. Fully curated, specialist-supported travel. Book today.

wandr.travel

Meta Ads - Retargeting

You were looking at [DESTINATION].

Those trips don't stay available forever. [Destination] is one of our most popular collections - and we only take on travellers we can truly serve. Still curious? Let's talk.

Start Your Itinerary →

Retargeting · Destination page viewers · 14-day window · Exclude converted · Use dynamic destination name

Email - Welcome Series

Welcome to Wandr. Where do you want to go?

Subject: The world is waiting - let's find your next adventure.
Preview: 180 destinations. One specialist. Yours within 2 hours.

Body: You've just joined 42,000 curious travellers. From here, every message we send is about one thing: getting you somewhere remarkable. Our specialists are on hand 24/7, and your first enquiry will always be answered within 2 hours.

Browse the Collection →

Send: Within 5 mins of signup · Tone: warm, personal, no urgency pressure · Sign off: always from a named specialist

TikTok - UGC Style Script

POV: You finally booked the trip.

Hook (0–3s): Show the destination - no voiceover. Just the image.
3–8s: "I've been looking at this place for three years."
8–20s: Walk through the experience - what you did, where you stayed, how the booking worked.
20–30s: "I used Wandr. They curated everything. It cost [price]."
CTA: "Link in bio - starts at €640."

Link in bio · wandr.travel

Format: 30–60s · Ratio: 9:16 · Captions on · No logo first 3s · Authentic tone over polished

06 - Usage Rules

Do, Don't & Seasonal

Brand Governance

✓ Always Do

→ Use Playfair Display for all headlines, wordmarks, and pull quotes. Pair exclusively with Outfit for body. Never substitute either font.

→ Switch fully to the correct seasonal palette. Summer and Winter are distinct worlds - never mix teal (#00C9A7) into a winter-themed asset.

→ Lead with the experience, not the price. "Clifftop villages, turquoise water" before "from €1,240".

→ Keep backgrounds dark (#080F0E or #060810). Wandr lives in atmospheric, high-contrast darkness - it evokes night sky, sea depth, and adventure.

→ Always include star rating and review count with destination mentions in paid media. Trust signals matter.

→ Use italic Playfair Display for emotional words: for you, await, discover. The italics carry feeling - use them precisely.

→ Reference "curated", "handpicked", "specialist" in every paid asset. These are the brand differentiators.

✕ Never Do

× Never use exclamation marks in brand or editorial copy. Wandr is confident - not excitable. Urgency comes through scarcity language, not punctuation.

× Never use "cheap", "deal", "discount", or "sale". Wandr sells curation, not price. If price is a hook, lead with value - "from €640" not "as low as €640".

× Never place the wordmark on a light background without using the reversed variant. Logos on white must use the #080F0E dark version.

× Never mix the amber (#FFB347) secondary colour as a primary CTA. It is warmth/accent only - buttons and links always use the season's primary teal or blue.

× Never produce stock-photo-style content showing generic smiling tourists. The brand aesthetic is atmosphere, landscape, and intimate human moments - not marketing photography.

× Never switch seasons mid-campaign. A summer campaign uses only the summer palette throughout - across all touchpoints, from ads to email.

× Never truncate "Wandr" to just the wordmark without the tinted final letter in digital assets. The coloured 'r' is a signature - always preserve it.

Seasonal Switching Guide

☀️ Summer Mode - April to September

· Primary accent: Horizon Teal #00C9A7 across all assets

· Secondary warmth: Sunset Amber #FFB347 in gradients only

· Copy energy: coastal, sun-soaked, discovery, heat

· Destinations: Amalfi, Santorini, Marrakech, Kyoto, Patagonia

· Illustration motifs: sea, cliff, night sky, stars, moonlight on water

· Badge copy: "☀️ Summer Collection 2025"

❄️ Winter Mode - October to March

· Primary accent: Arctic Blue #7EB8F7 across all assets

· Secondary frost: Ice Light #B8D4F0 in gradients only

· Copy energy: wonder, silence, magic, otherworldly, infinite

· Destinations: Lapland, Zermatt, Reykjavik, Kyoto (snow), Patagonia

· Illustration motifs: aurora, pine silhouettes, snow, glass igloo, stars

· Badge copy: "❄️ Winter Collection 2025"