NBCU Downton Abbey Style Guide

STYLE GUIDE | IDENTITY | PACKAGING | PRODUCT | ILLUSTRATION | DESIGN

Based on our successful consumer campaigns for Downton Abbey, when NBCUniversal wanted to expand the show to a luxury lifestyle brand, they sought out SJI. The resulting style guide established the design direction for Downton Abbey retail products across the globe.

Eschewing character imagery, we built a licensing program around upscale, evergreen artwork, creating new period-inspired assets and packaging designs. The packaging solutions exhibit a classic elegance that is drawn from the Downton Abbey era.


Custom created artwork, a modern spin on post-Edwardian style, included multiple patterns, borders, iconography and more. A new Downton Abbey family crest was created, which was then incorporated into the actual show.


For product inspiration, our creative team pulled ideas directly from all aspects of the Abbey. From banquets and afternoon tea, to kitchenware and furnishings, we provided a far-ranging selection of ideas, and illustrated how they tied back to the show itself. Sample products were then created, illustrating how the property would work across all relevant categories.

The initial style guide launched in 2014, and has been the foundation for a successful retail program ever since.


The guide provided social media templates which were used by PBS and NBCU to promote the show, and new product lines, to avid fans world-wide. The initial style guide launched in 2014, and has been the foundation for a successful retail program ever since.

From the beginning, SJI’s commitment to understanding our brand and needs was astounding. What’s more, they are really good people, a dream to work with and innately passionate about what they create. The work produced went above and beyond what we could have ever imagined. Suzy and her team are the best at what they do.
—Nick Young Senior Manager, Brand Management and Commercial, NBC Universal