Two of Italy’s most renowned brands, Nutella and Moleskine, have joined forces to produce a customised notebook, exclusive to duty free.
The Nutella Custom Edition Notebook by Moleskine will be available from April in top airports worldwide. It has been created as an added value offer dedicated to travellers who love the two brands.
The notebook reveals the story of the famed Ferrero Group brand. It relates how Nutella was first established in 1946 by Pietro Ferrero when he devised the idea of mixing cocoa with sugar and hazelnuts as a solution to the scarcity of chocolate following World War II. The tale underlines the brand’s and company’s family roots, and portrays a success story born of creativity and innovation.
Moleskine Custom Editions are designed to take on the personality of the brands that inhabit them. As a result, the Nutella Custom Edition is decorated in a delicate, hand-crafted style, reminiscent of the pre-digital world that Nutella was born in. No colours distract from the images, and the story tells itself, “with no need for fireworks”, Ferrero said.
A timeline takes the user through the product’s main milestones, from its success in Australia to the celebration of ‘World Nutella Day’, spontaneously created by an American blogger to celebrate the brand.
The cover is unmistakably Nutella, featuring a rich, dark, chocolatey brown colour and the distinctive rounded shape of the Nutella jar sketched onto the cover as well as the customised paper band.
The special edition also features the familiar Moleskine touches, with rounded corners, an ‘in case of loss’ notice on the first page, and the familiar ivory-coloured pages.
As a brand, Moleskine has leveraged its heritage – of being the ‘little black notebook’ used by artists and writers of the past to jot down their ideas – and turned it into a story.
The Moleskine brand was created in 1997, with the aim of bringing back to life the legendary notebook used by artists and thinkers over the past two centuries, including Vincent van Gogh, Pablo Picasso, Ernest Hemingway, and Bruce Chatwin.
Today, the Moleskine range embraces a family of paper objects, smart notebooks and apps, bags, books, travel and digital device accessories and writing tools. Moleskine objects, both analog and digital, are designed to connect the owner to a heritage in art, literature and cultural and geographical exploration.
They are designed to form an ecosystem of tools and services that provide for and connect the visionaries of the past with the makers of the future.
Moleskine’s Custom Editions – which include notebooks, writing tools and accessories, customised for clients – are designed to help brands tell their stories in ways other than words.
Footnote: “A lifestyle brand, not a notebook maker. Not a notebook, a book yet to be written.” One of The Moodie Davitt Report’s most memorable interviews of recent years, with Moleskine CEO Arrigo Berni, was published in July 2016, (click here to read).
