Reynolds has a long-standing legacy of producing some of the most iconic and revolutionary pens since its humble beginnings in 1945. Over the decades, it has grown into one of the most recognised stationery brands worldwide. In India, Reynolds holds a particularly nostalgic and emotional value, having earned the trust of generations.
As a personal project, my aim was to connect the product with a younger audience and broaden its reach beyond academics. This campaign reimagines Reynolds’ most popular product, Trimax, as more than just a writing tool. Through a series of illustrations I created, the pen is portrayed as a catalyst for imagination and self-expression.
The tagline, “And you could write with it too...”, adds a playful, ironic twist, positioning the Trimax not merely as a functional object, but as a creative companion. Moving away from conventional celebrity endorsements, this fresh visual direction sought to revive the brand’s emotional resonance, highlighting the product’s timelessness and its role in everyday memories, both inside and outside the classroom.