The Books
Harlequin is using more realistic photography for its characters, posing them in a way that emphasizes plot, not canoodling. “People know that we publish romance, so it’s important to give the other pieces of what they’re going to get out of the story,” Mullick said. “Sometimes the covers don’t have couples at all.”
There’s also a wider array of typefaces and, interestingly, a smaller brand logo than in years past. Gen Z readers, Mullick said, “are very vocal about not having something so heavily branded. They take pride in their books almost being a fashion accessory. We made sure the product is something they’re proud to show off.”
The Website
Harlequin has dispensed with the greeting card-like product photography in favor of color blocks—which Mullick calls “fun, vibrant and punchy”—that better emphasize the books themselves. Some backgrounds also employ patterns of elongated diamonds (that’s what a harlequin technically is) as a means of reminding shoppers of the brand without being too heavy handed about it.
Another important feature is images of real people reading the romance novels. Harlequin has been deliberative in portraying a diversity of readers because, as Mullick puts it, “our fans want to see themselves. Diversity and inclusion really matters.”
The Social-Media Voice
As part of the rebrand, the tone of Harlequin’s social media messages will shift, subtly but deliberately, into language better tailored to Gen Z readers. What’s that mean? Mullick explained that Harlequin’s voice will sound like “confiding in your best friend.” Her team sought to strike the right balance of the conversational and the informal, with some boldness and confidence mixed in. Here are three examples:
- Same Harlequin, bold new lipstick. The romance you know and love has a fresh new look.
- Romance is waiting for you. From the love interest down the street. Or the one on Wall Street. Take your pick.
- We’re proud of our shelves. Each spine promises an immersive story, heart-racing moments, and romance ever after.
The Product Line
While Harlequin has added new book lines for years to keep up with changing tastes, lately it’s been paying particular attention to what people are saying on BookTok, a TikTok community of people who like to talk about what they’re reading.