elho wanted to sharpen its innovation strategy to ensure sustainable growth in a competitive market. While the company had a broad portfolio of plant-related products, the challenge was to focus its efforts: what to innovate on, and what not. The leadership team needed clear innovation categories that would guide the business, align the innovation team, and differentiate elho in the market through design, sustainability, and consumer relevance.

Together with elho, we conducted research, reviewed their portfolio and positioning, and held multiple workshops. From this process, clear innovation categories were created. Each category was defined with a vision, consumer driver, unique selling points, and innovation tactics. To make it actionable, we introduced innovation lenses and horizons, helping elho balance short-term improvements with long-term breakthroughs.

The new innovation categories gave elho a clear and inspiring framework for growth. The team now has a shared language to prioritize opportunities, close market gaps, and explore new directions with confidence. The categories align product development with consumer needs and sustainability goals, ensuring elho continues to lead as a design-driven and purpose-led brand. The outcome: a balanced innovation portfolio that boosts volume today while building a greener future.