Lello Bros.
DESIGN CHALLENGE
Rebrand an existing international bookstore using a comprehensive branding process that includes research, strategy, identity development, and application across key touchpoints. Develop a visually cohesive identity system—not just a logo—grounded in clearly defined client needs, target audience insights, and relevant market trends. Conclude with a brand standards guide banner that demonstrates proper usage and core visual guidelines. standards guide banner that demonstrates proper usage and core visual guidelines.
CREATIVE SOLUTION
CATEGORY
Branding
I rebranded a historic bookstore in Porto, Portugal, inspired by its enigmatic design and deep red interior. The store was renamed to honor founders José and António Lello, who are brothers, with the tagline “Avenue of Novels” reflecting its diverse literary collection of books. The goal was to preserve the store’s rich history while introducing a more cohesive and contemporary identity. Imagery highlights the immersive in-store experience, while the color palette reflects the bookstore’s rich atmosphere and balances heritage with approachability. Typography choices reinforce a sense of timelessness and discovery, aligning with the store’s architectural and literary significance. The result is a cohesive brand system that honors the store’s legacy while positioning it as a destination
for book lovers.
DELIVERABLES
Business Stationery Digital Media
Ephemera
