Reese’s Book Club has one beautiful, worthy mission: to build the most meaningful book club community for women. Every month, actress and avid reader, Reese Witherspoon, chooses a title that shines light on the female narrative. Launched in 2017 as an Instagram account, Reese’s Book Club has since grown to nearly two million followers, bringing fans, authors, and passionate readers together to bond over the collective joy of reading. So when Reese’s media company, Hello Sunshine, approached Mother Design to brand their newest book club offering, we jumped at the opportunity.
We first created a design system for Reese’s Book Club to act as the backdrop for stories and the discussions around them. We evolved the iconic book pick seal into a dynamic framework to center authors, books, and the community, and created graphic elements, including gradations of colors and patterns, that could shift in tone according to a book’s genre or topic.
The club’s new offering—a pay-it-forward platform dedicated to further championing diverse voices, supporting small book retailers, and promoting literacy—we designated “The Readership,” a name we believe captures the spirit of close-knit community and continuing adventure. To differentiate it visually from Reese’s Book Club, we created companion graphic devices, adding variant color combinations with more graphic shapes and patterns inspired by nautical flags. (It is a readerSHIP, after all.)
All together, the brand and offering are as joyful, enthusiastic, connected, and textured as Reese’s books and the community that surrounds them.
