Paperback Picnic
Project Focus
Social Media, Graphic Design, Canva, Content Creation
Paperback Picnic
Paperback Picnic —
A seasonal book club designed for girls who love reading and the outdoors.
Branding Strategy
Graphic Design
Logo Design
Content Creation
Social Media Management
The Client’s Challenge
Paperback Picnic is a seasonal book club built around one simple idea: reading doesn’t have to happen indoors. Designed for sunny days, shared blankets, and good company, the club blends literary love with lifestyle energy—offering a fresh take on the traditional book club experience.
The vision was clear, but the brand had no visual identity to support it. There was no logo, no color palette, no tone of voice—just a great concept. The challenge was to create a full creative system that felt just as warm, playful, and visually irresistible as the experience itself. One that could build community, look good on social, and capture the feeling of prose under the sun.
We approached the project with one goal in mind: to build a brand that felt effortlessly fun, feminine, and community-driven—designed to resonate across social platforms and bring the concept to life visually. Our approach included:
Creating a bold, scroll-stopping logo using a custom lowercase serif font that feels both vintage and current
Developing a playful color palette of blush pink, cherry red, and soft neutrals to evoke warmth, sunshine, and style
Designing original brand illustrations like a picnic basket with a book inside to visually anchor the identity
Curating on-brand imagery and content to be used across social media, print, and events
Crafting a brand voice and taglines like “we’re grab-a-book-and-hit-the-beach outdoorsy” to establish personality and tone
Building a cohesive visual system that works across platforms—from social graphics and merch to invites and seasonal campaigns
Positioning the brand for shareability and growth by creating assets that are aesthetic, playful, and easy to plug into content calendars
Our Approach + Solution
The Results + Impact
The brand didn’t just look cute—it resonated deeply with its community and helped establish Paperback Picnic as more than a book club, but a full-on lifestyle brand:
Community growth
The visual and verbal consistency made it easier to promote events and build a following across social platforms.
Higher engagement
Playful messaging and strong visuals translated to more shares, saves, and user-generated content.
Clearer brand identity
With a cohesive visual language and tone of voice, the brand now feels instantly recognizable and easy to connect with.
Expanded content opportunities
Illustrations, taglines, and seasonal themes offered a foundation for ongoing campaigns and storytelling moments.
Social-first design system
The creative assets were optimized for Instagram, merch, and more—making it easy to stay on-brand and engaging.
Ready-to-launch toolkit
From logos and graphics to tone and templates, the brand is fully equipped to grow without losing its vibe.
Growth in Book Club Members
Increase in Social Engagement
Member Retention Rate
What it meant to them
“Megan just gets it. She saw our brand vision and fully ran with it. Our IG community is the heart of our club that drives us growth.”
— Founder of Paperback Picnic