Emotion is what moves us people, what transmits us and makes us feel. Our goal was to focus on offering this company as something more than a coffee shop, we wanted to create an emotion in the customers, when they enter to consume in the establishment. To create the naming we introduced ourselves to the concept of literary tourism, which focuses on places of inspiration for many writers throughout the ages, these places have become places to visit because of all the events that took place there. Two concepts converge in the Lectora, literature with its capacity to make us travel through the imagination, without moving from the site. And, on the other hand, the writers’ cafés, “any café, is an admirable place, the only truly free, egalitarian and dogmatically clean association, the most independent institution” Gómez de la Serna (1986, Pombo). Since its introduction to Europe in the early seventeenth century, coffee has become an element of communication. In the sixteenth century, places were found in Turkey where people chatted while drinking coffee. And in Spain, coffee was born from the mentideros, open-air places where people gathered to tell each other everything that had happened to them. In conclusion, cafés are meeting points where we gather, to exchange ideas. A few years ago the breweries began to emerge, and with that the coffees were disappearing for that reason, our objective was to retake the essence that characterized these establishments and to make them resurface. In recent times we have been observing the current trend, which flees from maxicommunication and longs for past times when face-to-face contact was the basis of relationships. In the current era we live in, where conspiracies and secrets comprise most of our daily conversations, we had to find a name that would connect readers, inspire them and at the same time be attractive to the client. Literary cafés are not dead and, as Benito Pérez Galdós said in La fontana de oro, they are very popular for their clandestine meetings. Readers today are like conspirators, in a society where people do not read and illiteracy is promoted on the networks.