Novel image for Mills & Boon

Romantic fiction publisher Harlequin Mills & Boon is gearing up for a relaunch this year, and has appointed Bristol design group Reach to create a new look for its books.

Romantic fiction publisher Harlequin Mills & Boon is gearing up for a relaunch this year, and has appointed Bristol design group Reach to create a new look for its books.

Reach was appointed towards the end of last year, following a paid creative pitch. The brief from Mills & Boon is to create a strong and more modern brand identity for use in the UK and Europe.

According to Mills & Boon brand manager Jo Oliver, a UK relaunch is scheduled for the second quarter of this year, with separate launches planned for Poland and Italy shortly after, also handled by Reach.

“The aim is to modernise the Mills & Boon brand to reflect its unique position in the romantic fiction market,” she says. “We have carried out an extensive research programme to see what our readers want in terms of romantic fiction.”

Second stage research was so positive that the launch of the new identity was pulled forward, she adds, though she declines to say what the new look will involve.

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