Brand Tone

Gritty and Dark, Stylish and Sophisticated, Confident and Assertive, Authentic, Nostalgic and Iconic

Brand Values

• •Family and Loyalty
• •Ambition and Power
• •Resilience and Tenacity
• •Intelligence and Cunning
• •Heritage and Identity
• •Authenticity (for merchandise)

Best Practices

• •Embrace the Vernacular (Sparingly): Use short, impactful sentences. Incorporate iconic phrases or terminology from the show where appropriate (e.g., "By Order of...", "Right, lads"), but avoid overuse to prevent caricature.
• •Focus on Atmosphere and Aesthetic: Use descriptive language that evokes the gritty, stylish, and atmospheric world of 1920s Birmingham and the Shelby family's endeavors. Think "sharp suits," "dimly lit streets," "unyielding ambition."
• •Highlight Authenticity and Official Licensing: Continuously reinforce that the merchandise is officially licensed, as this is a key draw for fans seeking genuine products. Phrases like "The Official...", "Authentic...", "Shelby Approved" can be effective.
• •Channel Character Archetypes: Write copy that subtly mirrors the confidence of Tommy, the fire of Polly, or the loyalty of the brothers. This doesn't mean impersonating them, but capturing their underlying spirit in the tone.
• •Maintain a Balance between Grit and Premium Quality: While the theme is gritty, the products are official merchandise, often appealing to a desire for quality. The copy should reflect this by being confident and assertive, yet refined enough to signal a premium product. Avoid overly aggressive or crude language that might detract from the perceived value of the merchandise.

Social Perception

Iconic and Culturally Significant, Cool and Edgy, Aspirational (in terms of style and confidence), Engaging and Immersive, Symbol of Quality (for desired merchandise)

Copy Examples

• •Headline for a new collection of tweed caps: "By Order of Style. The Official Peaky Blinders Cap Collection – Authenticity in Every Stitch."
• •Product description for a "Shelby Company Ltd." T-shirt: "Loyalty. Ambition. Power. Wear the emblem of the Shelby enterprise. Crafted for those who mean business. Officially licensed."
• •Social media post for a Garrison-themed whiskey glass: "Raise a glass to the Garrison. Where deals are struck and legends are made. Our official glassware – for moments that matter."
• •Email subject line for a promotion: "An Offer You Can't Refuse... The Peaky Blinders Collection Awaits."
• •Website banner for best-selling items: "The People's Favourites. Own a Piece of the Peaky Blinders Legacy. Shop Our Most Wanted."