A Tale of Literary Rebranding: Studio Eduardo Aires and Livraria Lello

Book lovers, rejoice! Studio Eduardo Aires (Portugal) breathed new life into the internationally acclaimed Porto bookshop Livraria Lello and its pocket classics collection, making it a must-see for book lovers and design enthusiasts. Combining historical and contemporary elements created a unique aesthetic that sets these pocket classics apart. And with Livraria Lello’s reputation, this rebranding process is just the latest step in their ongoing commitment to providing readers with an exceptional literary experience. 

Livraria Lello is internationally renowned for being one of the world’s most beautiful bookshops and a cultural and artistic reference in Porto, Portugal. It is considered a must-visit destination for book lovers and design enthusiasts, and it has been featured in numerous publications and travel guides. The bookshop’s rich history and stunning architecture have made it a beloved landmark. Its commitment to providing readers an exceptional literary experience has solidified its reputation as a cultural institution.

Check out “The Pop Collection” to see how it has been reimagined with a touch of literary magic.

By: Eduardo Aires

When Livaria Lello asked us to redesign the covers of their pocket literary classics collection, our book-loving heart skipped a beat.

Internationally regarded as one of the world’s most beautiful bookshops and a cultural and artistic reference in Porto (Portugal), Livraria Lello is aligning its visual identity with a new attitude towards the business. Among the many initiatives recently undertaken is acquiring a set of Bob Dylan’s teenage love letters, a testimony of the author’s coming of age, and the partnership with Fondation Antoine de Saint-Exupéry, for the promotion and celebration of Le Petit Prince. As part of the rebranding process in 2022, the bookshop’s pocket collection of literary classics, published in four languages, was to be extended from 29 to 43 titles.

The cover design is exclusively typographical and explores the glyphs in the custom typeface designed together with Dino dos Santos (@DSType), with its distinctive ligatures. This typeface is used across the board in the brand assets, unfolding as a key element in the identity.

Starting from the primary and secondary colors of the bookshop’s visual identity (red/brown and green/pink), the color palette widened to explore bold and refined contrasts, allowing for a continuous expansion of combinations. The book’s finishings and details were carefully selected, from the color of the debossed hardcover with the matching bookmark ribbon to the French fold dustjacket printed with the bookshop’s signature monogram pattern.

In line with Livraria Lello’s rebranding, “The Pop Collection” contemporary classics walk the line between the consideration of historical, literary, and typographic heritage and the boldness of the chromatic approach. Literature’s finest brought together over a vibrant shelf.” 

Discover Studio Eduardo Aires’s website here. View more of the Pop Collection and the branding for Livraria Lello.

To view more work from Studio Eduardo Aires, see Design: Eduardo Aires, Diogo Gama Rocha & More from Portugal.

If you want to enter our current Design 2024 competition, click here.