Transform a mass-market ballpen into an engaging accessory
Reimagined pen cap as interactive fidget element, creating visual differentiation while maintaining commercial viability.
25% Increase
in market share
User behavior research
Product innovation
Material engineering
Manufacturing optimization
Market positioning
The Loop™ design focused on the pen cap as an interactive, fidget-worthy element, offering visual differentiation and personalization opportunities.Thermoplastic Elastomer (TPE) ensured durability, flexibility, and cost-effectiveness, optimizing the design for mass production with improved quality control.
Reinventing the Pen
In India's fragmented pen market, Classmate sought to transcend basic functionality. By recognizing pens as tools of self-expression and stress relief, Loop™ transformed an everyday writing instrument into a personal accessory that creates meaningful connections.
Empowering Personal Expression
Classmate™ envisions revolutionizing everyday objects through meaningful innovation. By understanding deeper user connections and behaviors, the brand aims to create products that blend functionality with personal expression, turning routine items into engaging companions.What is in a Pen?
Our research revealed that college students use pens for self-expression and identity, while young professionals see them as extensions of their professional image.
Pens transcend their basic function, becoming personal accessories that foster social connections and act as stress-relief tools through fidgeting and play—insights that were key to our design development.
The Loop™ reimagined the pen cap as an interactive, fidget-worthy element, offering visual differentiation and personalization while enhancing user engagement.
Material Mastery
Opting for TPE ensured a perfect balance between durability and flexibility. Manufacturing optimization and new quality control parameters enabled efficient mass production for Loop™.
Loop™'s success demonstrates how understanding user behavior can transform basic products into meaningful companions, maintaining commercial viability while creating deeper connections.Similar Project
