Clasamate Pens
Who Says a Pen Can't Go Viral?

The Pen Was Never the Problem

The stationery industry spent decades improving ink flow and writing comfort. We looked at the user instead. Gen Z wasn't asking for a better pen. They were asking for engagement, interaction and a product that reflected their restless energy.

Designing for the Fidget Generation

The Hook and Spin pens were born from a simple observation: people don't stop playing when they grow up. They simply play differently. A multifunctional hook. A built-in spinner. A product designed not only to write but to entertain, engage and create micro-moments of joy throughout the day.

Millions of Proof Points

The Hook pen achieved estimated sales of over 18,00,000 units every month. Not because it wrote better than every other pen on the shelf, but because it connected emotionally with its audience. In a category where products are often interchangeable, Studio ABD created a distinctive reason to choose, remember and recommend.