{"id":2860,"date":"2016-09-04T17:45:44","date_gmt":"2016-09-04T17:45:44","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=2860"},"modified":"2024-07-03T14:17:09","modified_gmt":"2024-07-03T14:17:09","slug":"cafe-creative-moleskine-brand-extension","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/09\/cafe-creative-moleskine-brand-extension\/","title":{"rendered":"Moleskine\u2019s Brand Extension: A Caf\u00e9 For The Creative"},"content":{"rendered":"<p>The Italian notebook maker is celebrating their creativity with the smell of coffee as they extend their brand into a new market.<\/p>\n<p>Already making headlines, the new Moleskine Caf\u00e9, based in Milan, aims to provide a space for creativity and relaxation.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/09\/cafe-creative-moleskine-brand-extension\/#Building_on_their_brand\" >Building on their brand<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/09\/cafe-creative-moleskine-brand-extension\/#Brand_extension_the_new_cafe\" >Brand extension: the new caf\u00e9<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/09\/cafe-creative-moleskine-brand-extension\/#Natural_evolution\" >Natural evolution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/09\/cafe-creative-moleskine-brand-extension\/#Full_potential_of_the_brand\" >Full potential of the brand<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/09\/cafe-creative-moleskine-brand-extension\/#Good_move\" >Good move?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Building_on_their_brand\"><\/span>Building on their brand<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Since 1997, Moleskine notebooks have established themselves as the premier journal of choice amongst creatives.\u00a0 They have dominated the sector not just in Italy but around the world.<\/p>\n<p>This month, they built on their name and reputation to open the new Moleskine caf\u00e9 in Milan.<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_5.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2863 size-full\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_5.jpg\" alt=\"moleskine_cafe_the_branding_journal_5\" width=\"749\" height=\"500\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_5.jpg 749w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_5-300x200.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_5-380x254.jpg 380w\" sizes=\"auto, (max-width: 749px) 100vw, 749px\" \/><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_extension_the_new_cafe\"><\/span>Brand extension: the new caf\u00e9<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Working with popular brand consultancy Interbrand, the caf\u00e9 was built and designed with creatives in mind, with a strong focus on the Moleskine brand and what it stands for.<\/p>\n<p>They wanted to focus on their target audience and provide an ambiance that suited their needs and mood. For example, the space is divided into a dining-working area complete with a communal table, a retail area (of course selling Moleskine merchandise), and a gallery exhibiting work from select artists and designers, as well as crowd-sourced from fans of the brand through a digital interface.<\/p>\n<p>They are always linking the brand extension back to their current customers. They want to create a place where customers can relax, create, and immerse themselves in everything Moleskine.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Natural_evolution\"><\/span>Natural evolution<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Moleskine has long promoted its brand values and strategy of creating content and building shared cultural experiences.<\/p>\n<p>So, while this is a new sector for Moleskine, it is actually perceived as a natural evolution\u2014which is a great position for any brand.<\/p>\n<p>They\u2019re also leaving nothing to chance.\u00a0 For example, the caf\u00e9 channels the clean aesthetics of the Moleskine notebooks.\u00a0 Orders are, of course, taken in a Moleskine notebook.\u00a0 The placemats have been designed visually to look good enough to write on, and the Moleskine branding and logo are even extended onto cups and coffee bean bags.<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2865 size-full\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_2.jpg\" alt=\"moleskine_cafe_the_branding_journal_2\" width=\"749\" height=\"500\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_2.jpg 749w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_2-300x200.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_2-380x254.jpg 380w\" sizes=\"auto, (max-width: 749px) 100vw, 749px\" \/><\/a><\/p>\n<div class=\"thebr-posts-end-2\" style=\"text-align: center;\" id=\"thebr-452832702\"><div id=\"thebr-2110220324\"><a class=\"advanced-image\" href=\"https:\/\/edu.thebrandingjournal.com\/ultimate-brand-building-system-marketers?utm_source=website&#038;utm_medium=banner&#038;utm_campaign=course_articles&#038;utm_content=blue_arrow\" data-bid=\"1\" data-no-instant=\"1\" rel=\"noopener\">\r\n    <picture>\r\n        <source media=\"(max-width: 991px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/12\/TBJ-Brand-Building-System-Blue-Arrow-300x250-1.gif\" type=\"image\"\/>\r\n        <source media=\"(min-width: 992px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/12\/TBJ-Brand-Building-System-Blue-Arrow-600-x-300.gif\" type=\"image\"\/>\r\n        <img decoding=\"async\" class=\"banner\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/12\/TBJ-Brand-Building-System-Blue-Arrow-600-x-300.gif\" alt=\"Course image\"\/>\r\n    <\/picture>\r\n<\/a>\r\n<\/div><\/div><h2><span class=\"ez-toc-section\" id=\"Full_potential_of_the_brand\"><\/span>Full potential of the brand<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The creative team is trying to communicate the incredible story behind the Moleskine brand perfectly. Commenting on Creative Blog, Arrigo Berni, CEO of Moleskine, said, \u201cThis is an important new step in our journey to realise the full potential of Moleskine as the lifestyle brand of the Creative Class!&#8221;.<\/p>\n<p>\u201cOur vision for the Moleskine Caf\u00e9 is exciting and unique.\u00a0 We will provide our guests with an innovative retail experience, bringing the socialising dimensions of food, creativity and shopping to a single space designed to reflect the distinctive, clean aesthetics of Moleskine.\u201d<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_3.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2867 size-full\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_3.jpg\" alt=\"moleskine_cafe_the_branding_journal_3\" width=\"1920\" height=\"1282\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_3.jpg 1920w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_3-300x200.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_3-1024x684.jpg 1024w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_3-768x513.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_3-1536x1026.jpg 1536w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_3-380x254.jpg 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_3-800x534.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_3-1160x775.jpg 1160w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/a><\/p>\n<p>\u201cThe main challenge in building Moleskine is keeping the right balance between protecting the brand values and growing.\u00a0 You want to develop the business and the company, but at the same time you have to be careful.\u00a0 There\u2019s a risk of diluting the brand if you don\u2019t respect authenticity\u201d.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Good_move\"><\/span>Good move?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Some brand extensions fail, and they fail miserably. For Moleskine, currently, they\u2019re doing everything right. They not only piloted the idea of a Moleskine caf\u00e9 first in Geneva airport, but they are also presenting and communicating a clear focus on their brand. Again, Berni commented, \u201cWe\u2019re focused on making this work (before expanding).\u00a0 I don\u2019t want to jinx it.\u201d<\/p>\n<p>The same brand values apply. The company\u2019s creativity is still central. The thought and uniqueness that have gone into making sure that the caf\u00e9 also represents their notebooks is incredible.<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_4.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2864 size-full\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_4.png\" alt=\"moleskine_cafe_the_branding_journal_4\" width=\"633\" height=\"356\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_4.png 633w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_4-300x169.png 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/08\/moleskine_cafe_the_branding_journal_4-380x214.png 380w\" sizes=\"auto, (max-width: 633px) 100vw, 633px\" \/><\/a><br \/>\nHowever, there is significant brand recognition for their Moleskine products. \u00a0Furthermore, \u00a0for its loyal customers, it is seen as a brand that goes above and beyond to offer them that little something extra.<\/p>\n<p>But, I do wonder if they will struggle to attract new customers or expand their target audience. \u00a0Their communications and branding strategy seems to focus very much on what they currently have, making it the \u201cright\u201d fit for the creatives.<\/p>\n<p>In this sense, are they missing out on a much wider audience?<\/p>\n<p><em><strong>References: \u00a0<\/strong><a href=\"https:\/\/www.creativebloq.com\/news\/coffee-and-notebooks-is-this-the-ultimate-designers-cafe\" target=\"_blank\" rel=\"nofollow noopener\">Creative Blog<\/a>,\u00a0<\/em><a href=\"https:\/\/www.fastcodesign.com\/3062303\/wanderlust\/moleskine-has-opened-a-cafe-doodlers-welcome\" target=\"_blank\" rel=\"nofollow noopener\"><em>FastCoDesign<br \/>\n<\/em><\/a><em><strong>Pictures from:<\/strong><\/em> <em>DesignWeek.co.uk, PasteMagazine.com,\u00a0FastCoDesign.com, Moleskine.com<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"The Italian notebook maker is celebrating their creativity with the smell of coffee as they extend their brand&hellip;\n","protected":false},"author":15,"featured_media":2866,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"Already making headlines, the new Moleskine's brand extension: a caf\u00e9 based in Milan, aims to provide a space for creativity and relaxation.","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[205,4,106],"tags":[203,650,651,642,643,641],"ppma_author":[757],"class_list":{"0":"post-2860","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand-extension-brands","8":"category-news","9":"category-product","10":"tag-brand-extension","11":"tag-cafe","12":"tag-interbrand","13":"tag-italy","14":"tag-milan","15":"tag-moleskine","16":"cs-entry","17":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":205,"label":"Brand Extension"},{"value":4,"label":"News"},{"value":106,"label":"Product"}],"post_tag":[{"value":203,"label":"brand 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