Hoover

By mapping the routines and rituals of everyday living, the project uncovered new opportunities for Hoover to evolve from an appliance brand into a broader care ecosystem.

Finding the Opportunity

The opportunity wasn’t simply introducing new products, but identifying where Hoover’s existing credibility could naturally extend into adjacent experiences.

Refrigeration became a key starting point, connecting Hoover's popular appliances with broader behaviors around freshness, storage, meal planning, and household care. From there, the strategy explored how Hoover could evolve through a network of complementary products, services, and partnerships that all pulled it closer to its ultimate goal of better supporting its user base.

Expanding the Ecosystem

Partnerships with emerging companies became central to the strategy, allowing Hoover to act as a platform that connected trusted household infrastructure with new solutions and experiences.

Rather than designing standalone products, the plan was to co-create with these emerging companies and mutually benefit from the value exchange.

A Framework for Growth

The final strategy established a framework for long-term expansion by:

• Identifying where the brand could expand its relationship with user base

• Understanding how expansion areas could reinforce the fridge as a hub

• Creating a map from existing trust area for the brand and future opportunity areas

The result was a systems-level growth strategy connecting user behavior, ecosystem thinking, and long-term brand positioning.