Canvas - Carry Who You Are
Honor Award for a client project done in my Master’s course at Istituto Europeo di Design (IED) with Moleskine.
The project is a strategy and concept presentation as a solution for the problem they came to us with.
Initial Project Brief
PRIMARY RESEARCH
7 Gen Z Interviewees
3 Expert Interviews
3 Stakeholder Interviews
SECONDARY RESEARCH
6 articles
Gen Z alternate between several bags
Moleskine is an Italian brand known for its iconic notebooks, inspired by the tools used by artists and thinkers like Picasso and Hemingway. Today, it offers a range of products—bags, pens, and digital tools—that support creativity, productivity, and self-expression.
Gen Z wear different bags for different purposes
Support Moleskine in understanding Gen Z´s needs in portability and organization to identify, conceptualize and develop viable and desirable experiences in order to:
- Engage and raise brand awareness among younger generation.
- Expand and structure a meaningful carry portfolio collection.
Research Methods
Understanding Our Users
Gen Z carry several items in their bags
It Becomes a Mix and Match System with Different Pockets and Sleeves…
… In Order to Create Your Own Canvas
Let’s Put Canvas To Use…
Do you need a tote bag?
A crossbody?
A handbag?
A backpack?
What We Understand
Gen Z have a nomadic lifestyle
Introducing Canvas
A transformable bag that adapts to you.
Reflecting Moleskine’s storytelling.
It’s a blank slate that holds your world inside while expressing your identity outside.
