Brand Tone

Authentic & Rugged, Fan-centric & Celebratory, Direct & Evocative, Nostalgic & Traditional, Bold & Confident

Brand Values

• •Authenticity
• •Connection to Fandom
• •Quality
• •Lifestyle Representation
• •Exclusivity

Best Practices

• •Incorporate iconic lines, character names, and locations from the show naturally into the copy.
• •Acknowledge the audience's passion and knowledge of the show. Use language that resonates with their understanding of the characters and storylines, making them feel like insiders.
• •Use descriptive language that paints a picture of the rugged, resilient, and untamed West. Words like "rugged," "legacy," "authentic," "spirit," and "untamed" reinforce the brand's core identity.
• •Ensure all product descriptions and promotional materials accurately reflect the official nature of the merchandise and its connection to the Yellowstone series. This builds trust and reinforces the value of purchasing from the official store.
• •Channel the strong, often uncompromising, nature of the show's most popular characters in calls to action and product highlights, especially for items related to figures like Beth Dutton or Rip Wheeler. This creates an empowering and aspirational feel.

Social Perception

Highly Popular & Desirable, Symbol of Fandom, Giftable, Associated with Quality & Authenticity (Generally), Reflects American Values (for some)

Copy Examples

• •Headline: Wear the Ranch. Live the Legacy. Body: The official Yellowstone Shop is your only stop for authentic Dutton Ranch gear. From rugged outerwear to iconic tees, every piece is crafted with the undying spirit of the West. Shop now and carry the brand.
• •Headline: Channel Your Inner Beth. Body: Unapologetic. Fierce. Unforgettable. Our new Beth Dutton collection is here. Sip your coffee from a "State of Mind" mug or rock a tee that says what everyone else is thinking. Don't wait for the fight to come to you – shop the collection.
• •Headline: More Than a Show. It's a Way of Life. Body: The Yellowstone spirit isn't just on screen. It's in the quality of our drinkware, the comfort of our hoodies, and the bold statement of our "Train Station" collection. Bring the heart of Montana home.
• •Headline: The Official Mark of the Yellowstone Faithful. Body: Whether you're a die-hard fan or new to the ranch, our exclusive merchandise is your badge of honor. From collectible Funko Pops! to YETI collaborations, find your piece of Yellowstone. Limited stock – claim yours.
• •Headline: Built for the Ride. Inspired by the Legend. Body: Just like the Duttons, our gear is made to last. Explore our latest arrivals – durable apparel and accessories designed for those who understand that loyalty, family, and the land are everything. Ride with us.