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Reimagining Moleskine for Gen Z

Partnered with Moleskine’s global leadership to research Gen Z and design innovative solutions that align with their values and keep the brand culturally relevant.

Problem:

Moleskine was losing relevance with Gen Z, who lean toward digital tools or other analog products.

Insight:

Moleskine’s legacy ties to icons like Hemingway felt intimidating to Gen Z, who often fear imperfection in a hyper-curated world.

Solution:

We delivered a roadmap centered on re-framing Moleskine as a "gym of mistakes", finding creative growth in mistake making.

Strategy and Direction

Reframing Perfection: A Strategy for Gen Z

Identified brand disconnect: Gen Z views Moleskine as exclusive and perfection-driven, clashing with their iterative, in-progress creative mindset.
Strategic repositioning: Introduced the “Gym of Mistakes” — a concept that repositions Moleskine as a supportive space to grow through imperfection and creative risk-taking.

Prompt Book

Building Creative Confidence

An entry-level Moleskine designed to ease Gen Z into analog creativity by making imperfection fun and progress trackable.

Accessible by design: Made from Moleskine’s affordable cahier line to feel less precious and more approachable.
Gamified creativity: Features prompts, progress tracking, and streak rewards to encourage daily use and build creative habits.
Strategic launch: Positioned as a holiday gift to align with common first-touch moments and introduce new users to the brand.

Kit Book

From Practice to Mastery

A dual-purpose notebook that helps Gen Z evolve from creative exploration to polished expression, without losing the freedom to play.

Designed for growth: Two sections—one for rough drafts and mistakes, the other for refined work—support creative development and balance.
Integrated tools & incentives: Includes pockets, a pencil slot, and a QR code offering product discounts to deepen brand engagement and introduce Moleskine’s full ecosystem.

Moleskine Membership

Loyalty through Legacy

A proposed membership program to strengthen brand adoption by offering perks that reward engagement and celebrate creative identity.

Standing out in a crowded field: With many visually and functionally similar competitors, a membership program offers meaningful differentiation through exclusive perks and ongoing engagement.
Leveraging brand heritage: Positions Moleskine’s iconic status as a key differentiator in building lasting loyalty.

Moleskine Medal

Connect, Collect, and Celebrate

A symbolic clip that personalizes the Moleskine experience—encouraging creative duality and honoring progress over perfection.

Promotes additional usage: Clips two notebooks together to support dual-purpose thinking (e.g., work vs. play, polished vs. messy), encouraging ongoing creative engagement.
Marks creative milestones: Acts as a physical reward for completing a notebook, helping users commemorate their progress and easily organize past Moleskines by purpose or timeline.