The modern consumers’ standards for purchasing products according to their evolving value are changing into a value that can stimulate their emotions and arouse their sympathy, not a function or price. The consumption trend is affecting not only fields such as economy, culture, shopping, IT, etc., but also the tourism industry, so that it is a time when it is desperately necessary that measures to invigorate tourism brands are prepared according to the increasingly changing values and demands of consumers. This study has presented a guideline for the design of tourism brand goods combining the elements of a tourism goods design and of storytelling that can make the best of regional characteristics, based on the consideration of what value consumers really want by examining their consumption trends and the element of a tourism souvenir design through literature data and prior research in order to find ways to invigorate regional tourism brands. This study aimed to develop a tourism brand and goods design that can make the best of regional identity characteristics, targeting the Maganda, Philippines, where research on the tourism product design is insufficient, according to the four elements of the guideline derived, such as regional identity, image-construction, pattern and story. The development of the tourism brand and goods design that consumers want is indispensable to activation of the regional tourism industry in an era where consumer experiences and values are recognized as important. And, it is believed that a variety of story-based tourism products and designs that can reflect regional characteristics should continue to be developed for the continuous expansion of the tourism industry.