Designing Delight: ITC Classmate Hook Wins India’s Best Design Project Award 2023

Designing newness in a mundane ten-rupee plastic pen can be challenging, a task made trickier if the customer belongs to Gen Z. In today’s clutter, this target group is always looking for something that breaks the norm or provokes them. How does a simple pen add something more to their everyday life?

Innovating Within Constraints

Creating a new design for the Classmate Hook pen while adhering to the Rs 10 price point and maintaining the same material weight posed a significant challenge. The goal was to innovate within the constraints of existing plastic materials, ensuring the new pen would appeal to the target audience and remain cost-effective for the ITC New Product Development (NPD) team.

Engineering Fun

The Classmate Hook pen redesign embodies a fusion of fun, functionality, and attitude, catering perfectly to individuals looking to infuse their writing with personality. Its playful design encourages engagement and sparks conversations among users. Featuring a built-in hook, the pen can be conveniently attached to backpacks, spirals, or loops, facilitating easy portability. The hook element invites users to create personalised rituals, offering a playful way to alleviate boredom or stress. The pen’s split cap allows for multiple customization options, enhancing its appeal further. Through meticulous design detailing and innovative engineering, the pen integrates an intuitive clip and a refined form with a dual finish, setting it apart as a unique writing instrument.

Capturing Attention

Upon its launch, the Classmate Hook quickly emerged as a leading pen in its category. Its innovative design disrupted the market, garnering numerous positive reviews that highlighted its thoughtful and appealing design. This success serves as a testament to its impactful introduction into the competitive pen market.

Credit: Studio ABD