Right now, it feels like brands are going all travel guide on us. Only last week did we write about Louis Vuitton's City Guides and now we've noticed Mulberry have applied similar lines of thought withBrilliant Britain which aims to celebrate ‘the charming peculiarities and time-honoured traditions’ of the UK.

The luxury brand worked with consultancies Construct and Applied, and called on the taste and expertise of people such as Alexandra Shulman and Alain de Botton to help them pick the most interesting and undiscovered people and places to grace the land. The info has been compiled into a 38 page booklet which will launch on 8th October.

Both versions have confluent interactive aspects: the book comes with a red rosette sticker which readers are supposed to place on objects they really love, take a photo and then upload the pic to the website which in turn creates a map of readers' Brilliant Britain.

Beyond being all about heritage - a narrative that has taken on a rather trite tone what with the Olympics et al - Brilliant Britain is a lovely celebration of craft and demonstrates how old and new media can play together. And if you think there's no sell involved, looking at this book makes you feel as though the world is a truly wholesome place - similar to the feelings evoked from, say, sauntering round Foyles or Waitrose. You will want to be the type of person who can owns Mulberry.