Discover The 3 Meanings Behind Our New Slogan

We first began our business in July 2022, after the lockdowns of Covid prevented us from travelling, and stopped visitors from reaching nearby wine regions dependent on tourism.

Our original slogan, "Explore our wine regions in your kitchen" perfectly captured that first, probably naive chapter. Even worse, the brand name Palatable Tea Towels, which unfortunately we thought was "so" witty at the time, certainly created confusion, and of course, suggested a very limited product repertoire to our prospective retailers.

We were celebrating seven of Australia's top wine regions through tea towels, beautifully watercolour-illustrated by Ballarat artist, Caroline Keys.

But as our number of regions expanded to 15, and our network of stockists grew, across cellar doors, gift shops, regional retailers, attractions and visitor centres, it became clear what we were creating was bigger - and needed to be bigger - than a single product category.

We weren't simply helping people explore regions from their home, we were helping them hold onto the memory of your destination.

So in July 2025 we evolved into Australian Map Gifts and chose our new slogan, "Give them Australian memories to come back".

We recently registered our logo and slogan as a trademark as a reflection of our long-term commitment to building a recognisable, enduring Australian brand: one that supports the regions and cities it represents.

These words were chosen carefully, carrying three meanings that directly align with you as a stockist.

Memories That Come Back
Your visitors don't just purchase a tea towel, tote bag or print. They take home a reminder of:
* The long lunch at your winery
* The wedding or corporate retreat weekend in your region
* The festival they enjoyed with their friends
* The landscape that delighted them

When they hang that piece in their kitchen or gift it to a friend, their experience of your destination returns. Our products extend the life of their visit beyond the cellar door.

Our retailers tell us consistently that customers keep asking for souvenirs of their region.

Encouraging Them to Come Back
Regional tourism depends on repeat visitation. All of our wine regions are within 1-4 hours drive from a capital city.

When guests see their illustrated map months later, it often prompts comments like:
* "We had the best time there"
* "Let's definitely see that museum/shop/winery/gallery next time we visit"
* "Let's book another weekend"

Our food and wine festival blog posts and our Australian Food & Wine Festival Calendar (January 2026-March 2027) are designed to get people to explore their own, amazing backyard for the weekend. 

If our small, beautifully illustrated retail item can inspire their return visit, it becomes more than merchandise. It becomes part of your destination marketing ecosystem.

Helping Regions Come Back Financially
There's also a subtle third meaning.

Tourism recovery and sustainability matter deeply to regional Australia. Increased visitation supports:
* Local producers
* Hospitality venues
* Accommodation properties
* Cultural and tourism providers

If our gifts help keep your region top of mind, if they encourage repeat travel, then they are quietly contributing to helping destinations come back financially through sustained tourism.

From Product Supplier to Destination Brand Supplier
Rebranding from Palatable Tea Towels to Australian Map Gifts marked a shift.

We expanded our range - tea towels, tote bags, aprons, prints, greeting cards, postcards and calendars - giving stockists flexibility in price points and display options.

We broadened to cover Australia's top 15 wine regions and beyond to iconic Australian holiday destinations.

And we clarified our purpose: we don't simply supply giftware. We are building a recognisable Australian brand that celebrates place and supports the regions that stock us.

Registering our trademark is part of protecting that long-term vision, by investing in brand consistency, national recognition, quality design, and sustainable partnerships with our stockists.

When your visitors choose one of our gift products, they aren't just purchasing a souvenir: they are taking home a reminder of your region, a reason to return and an Australian memory to come back.

If this resonates with you and you'd like to stock our products as a retailer, please register your interest here.