Denksport, known for its puzzle booklets and newspaper features, aims to emphasise and expand its brain health proposition. Research shows that making puzzles is good for improving brain health. Denksport believes that ‘brain health’ can be more aspirational and possibly impactful for a more healthy society. In this project, we have explored different scenarios and strategies to answer the question: “How can we develop Denksport’s brain health proposition in such a way that we can expand Denksport’s current audience and make brain health appealing for everyone?”

To investigate this new positioning, we conducted thorough research on the changing market, health trends, consumer needs and puzzle benefits. These findings were validated and used as inspiration in an expert co-creation session, resulting in 30+ product innovation ideas to fit the new brain health focus. The insights and ideas from the co-creation sessions formed the base for a more structured strategy and roadmap.

The project resulted in a clearly defined brain health mission for Denksport, accompanied by a layered narrative that can be used to build the current proposition towards the aimed result. For a more concrete plan, the narrative was laid out into a roadmap for Denksport to put brain health at the core of its business complete with a set of product ideas to bring the proposition to life.