Letter B is a createch studio working at the intersection of art, psychology, storytelling and technology.
We believe creativity is the fifth pillar of health — grounded in research from UCL, and lived through everything we make.
Letter B builds creative infrastructure for the people who shape childhood: schools, health systems, and the families raising the next generation.
Let it breathe.
Let it be.
Letter B.
We design and build creative-health products — like Breathe Dream Create — in partnership with schools and health organizations, translating research into daily practice.
Mainly for children. But quite a lot for grown-ups too, if they're paying attention.
Every lesson is taught by a cast of hand-painted characters — artistic versions of everyday beings, each carrying their own craft: one draws, one reads, one has big ideas, one tells stories nobody asked for but everybody needed. They don't teach subjects. They teach how to notice, feel, and create.
Curiosity is a muscle — the library is the gym.
Love and courage are related.
Meaning lives in connection, energy and detail.
There is power in minimalism.
Writing is the companion of every creative journey.
Nature has the power to heal.
We believe in hygge — the art of coziness.
Hobbies are a workout for the mind.
Art is an expression of human creativity.
Scents boost wellbeing — just breathe.
Everything feels ordinary—the rhythm of the commute, the glow of the screen, the weight of the ordinary—until a book opens.
In that moment, something shifts. The artistic self awakens, and the world begins to change. A train turns tropical; a change of clothes marks an inner transformation.
This is what we call entering the B World: a playful realm where we remember who we are when we allow art, scent, and breath to lead the way. It is not an escape from reality, but a return to our most human selves. At Letter B, we believe that every "Random Tuesday" holds the potential for this awakening.
We believe that inside everyone has an artistic self waiting to lead. Our characters are the guides to this inner world:
Bartholomeu: Our first guide, born on a random Tuesday. He represents the moment curiosity outweighs the ordinary and we allow ourselves to play.
Simplicity — with a wink of absurdity.
Letter B began with five quiet hobbies: Breathing fragrances and nature. Writing reflections. Doodling. Scrapbooking memories. Journaling to connect the dots.
These personal rituals became the foundation of a brand devoted to sensorial presence and emotional awareness. A place where curiosity leads and stillness teaches.
I’m Barbara Craveiro (Babi) — a curious mind.
For years, I moved through fast, demanding worlds — trading floors, consulting rooms, start-ups, venture capital. But beneath the strategy and spreadsheets, I was always listening for something quieter: what moves people from the inside. Creativity. Emotion.
The small rituals that keep us steady. Letter B was born from that listening. It is a bridge between the high-velocity corporate world and the soft, tactile world of the artist. I learned to balance ambition with breath, and now I share that balance with you. Whether as a personal ritual or a company-wide benefit, Letter B is my letter to the artist in each of us.
Thank you for being here.
Babi
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