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Le Papillon Social, a Parisian guide to what's actually worth doing.

Le Papillon Social, animated brand opener with folder reveal
01

The project

Le Papillon Social is a Parisian newsletter and Instagram community, a place to find out about the city's most interesting openings, parties, exhibitions and people. I built the brand from scratch: name, voice, visual identity and the editorial rhythm that keeps it going.

02

What I did

  • Brand identity, name, logo, typography and a soft, editorial visual world.
  • Positioning & voice, a warm, insider tone that feels like a friend recommending the next place to go.
  • Content strategy, weekly newsletter format and an Instagram editorial line built to grow a loyal audience.
  • Growth, channel mix, referral mechanics and partnerships to bring new readers in.
03

The audience

Twenty- and thirty-something Parisians who want a better way to plan their week, short, specific, never overwhelming. Everything is built for that reader: one weekly email, a feed that feels personal, and recommendations you'd actually follow.

04

Brand guidelines

A playful, warm system built around a butterfly mascot, a soft Parisian palette and a chunky retro wordmark, made to feel friendly on Instagram and calm in the inbox.

Colour palette
Cream
#F5EBDD
Burgundy
#5C1F2E
Sky
#BCD4F0
Coral
#FF4A1F
Blush
#F4B5B8
Logo lockups
LE PAPILLON SOCIAL
LE PAPILLON SOCIAL
LE PAPILLON SOCIAL
LE PAPILLON SOCIAL
Typography
Display, Headlines
PAPILLON ✿ SOCIAL
Body, Editorial

Your weekly Parisian guide, openings, parties and the people behind the city's social scene.

Le Papillon Social cover, your Parisian guide
05

Meet Le Papillon Social

A four-slide Instagram carousel introducing the newsletter, the problem it solves, what it is, why it matters, and when it lands.

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Inside issue #01

A styled preview of the very first edition, week of April 21–27, 2025. Same voice, same picks, designed in-page so you can feel the editorial rhythm. Read the original on Beehiiv ↗

lepapillonsocial.beehiiv.com / p / le-papillon-social-week1
Le Papillon Social
Keep Me Posted!
Le Papillon Social Posts Le Papillon Social #1

Le Papillon Social #1

Week of April 21st – 27th

Daniela Benitez
April 20, 2025

Bonjour & welcome to the first edition!

Hi! I'm Daniela, and I made this newsletter so you get a short overview of the good stuff happening in the city and don't miss out. Here's what I'd add to your calendar this week:

During the Week:

  • 22/04: Enjoy 2 Free Lime Bike Rides To celebrate Earth Day!

    Lime is giving away 2 free rides to new users. Use code or scan the QR code found on select bikes (tucked into the phone holder). Bonus: the QR code tags are made of compostable wildflower seed paper you can plant to help promote urban biodiversity.

  • 23/04: Boogie Frizzant DJ Set @Jardin21 (Free Entrance)

    Groove in the open air to groovy & Italo-disco rhythms from 6pm to midnight.

  • 23/04: Comedy Club @EATALY (12 Euros - Drink included)

    A partnership between Eataly & Divina Comedy Club. Have a laugh and enjoy a drink!

  • 23/04: Connect'her Music Production Workshop (16.50 Euros)

    A beginner/intermediate Ableton workshop by DJ MZA, for women and gender minorities at La Machine du Moulin Rouge.

  • 24/04: Wellow Apero @ViceVersa (Free entry)

    A nice way to meet new people and try a new cocktail bar in the city from 19h30 until closing.

During the Weekend:

  • 25/04: Volunteer at the Vegetable Garden @LaREcyclerie

    Roll up your sleeves and get your hands in the dirt at one of Paris's most iconic eco spots. (Members of the "Amis Recycleurs" association, 20–40€/year.)

  • 25/04: Cinema Course @Forum des Images (Free Admission)

    A critic, historian or film teacher analyzes a film or topic during a class open to all. A great weekend plan for a movie buff.

  • 25–26/04: Le Bon Festival, 100% free and veggie pop-up

    Veggie street food, cold drinks, fun temp tattoos, giant games, sunny deckchairs and even a pro photoshoot, at La Caserne.

  • 25–26/04: Vière Fest @Bar Gallia (5–12 euros)

    A Vière is a mashup of vin and bière. Taste Gallia Brewery's full Vière lineup, including new orange and rosé versions.

  • 26/04: Planter Making workshop (5 euros)

    Build your own planter from recycled pallets, perfect for urban gardening lovers.

  • 26–27/04: Vintage Clothes Market @LaREcyclerie

    Ogre Vintage's solo pop-up with pieces from the 60s to 2000s, sourced, cleaned and repaired by hand.

  • 27/04: Sound'Day Bingo @Jardin21

    Bingo meets DJ sets (house, disco house, italo disco) with the joyful energy of Krapfen.

The oddball:

  • 27/04: L'école des Poules @La Villette (20 euros)

    Yes… a school for chickens in Paris! Ethologist Hélène Saint Dizier teaches you how to train chickens using a clicker and positive reinforcement. You'll never say "dumb as a chicken" again.

Know something amazing happening soon? Send it my way! I'm always looking for gems to include.

À la semaine prochaine 🦋✨

Daniela

Originally published April 20, 2025 on BeehiivRead the full issue ↗
07

By the numbers

Newsletter performance metrics that show how the community engages with each edition.

Active subscribers
373
Open rate
67.14%
Click-to-open rate
28.95%
08

The social feed

A rolling editorial rhythm on Instagram, weekly picks, reminders, collage recaps and brand moments that keep the community tuned in between newsletter drops.

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Live on Instagram

@lepapillonsocial_ ↗

The brand lives most actively on Instagram, where the editorial voice meets a visual rhythm of covers, recommendations and weekly picks. It's the front door to the newsletter and the heartbeat of the community.

Visit @lepapillonsocial_ on Instagram