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Concept
Bertrand Chiado, recognized as the oldest bookstore in the world still in operation, aimed to strengthen its positioning for both national and international audiences. The challenge was to create a cohesive visual identity and communication elements that highlight this historic status, while also appealing to a modern, diverse audience of book lovers.

Execution
To fully understand the bookstore’s essence, we spent time observing the space, analyzing the flow of visitors, and listening to their reactions. This deep observation informed the creation of a new logo and visual identity that incorporates historical elements central to Bertrand’s legacy. The logo prominently features key details, such as the founding year, the word “Chiado,” the bookstore’s iconic facade and tiles, the interior arcades, and the letter “B,” representing the Bertrand brand. In addition to the logo, we developed a new website and a stamp that aligned with this identity. We also designed graphic communication pathways, including decoration, merchandising materials, and point-of-sale elements, all reinforcing the bookstore’s historic significance while enhancing the customer experience.

Results
The new visual identity successfully conveyed Bertrand Chiado’s status as the oldest bookstore in the world. The historical elements incorporated into the branding resonated with both local and international audiences, elevating Bertrand’s positioning in the global market. The redesigned website and communication materials further reinforced its prestige, creating a seamless blend of history and modernity that attracted a diverse range of visitors and book enthusiasts.