Branding and digital product development for El País’ Librotea

Librotea is a new online service that evaluates a user’s preferences and reading habits, all in order to provide personalized book recommendations from the literary experts at El País and Babelia. Librotea is more than just a bookstore. After extensive research and strategic thinking, the business model put forward by Erretres placed focus on the opinion of book experts rather than just the sales platform. When developing the Librotea identity, we explored the day-to-day use of books, including all the ways in which people interact with the book as a physical object. During this exploration with the book as a focal point, the design for the Librotea identity was revealed.

We discovered a powerful symbol that served to represent a bookmark, a recommendation, and a signal of continuation: a “dog ear” (as readers usually fold the corner of a page to mark it). This symbol was born of the accent of the “í” in “El País,” the colour of the accent, and the font Majerit; 3 elements which are unique to El País. The symbol was rotated 180 degrees, stretched, and transformed, although still remaining faithful to its origin: a bookmark. This symbol now represents infinite possibilities: speech bubbles, text boxes, tabs, indicators…

Librotea is more than just a bookstore

Librotea is a new online service providing personalized book recommendations from the literary experts at El País and Babelia, which takes each user’s preferences and reading habits into account. It also forms a community for experts and readers to connect, explore and share recommendations.

The research and strategy, including the value proposition and business model put forward by Erretres, led to the creation and design of both the recommendation tool and sales platform.

Erretres organized and directed workshops with service users, among which were readers, writers and web experts. The intuitive online service, recently launched by El País newspaper, allows the user to easily navigate through the vast selection of content on offer.

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