MOJO challenged us to reinvent the ice cream category by aligning indulgence with health. The ambition was to create a brand and product strategy that positioned MOJO as a “better-for-you” option without losing the creativity and joy of ice cream. We applied cross-category innovation scanning (food, beverage, lifestyle) and designed a brand positioning framework that balanced health, taste, and emotional appeal. From product concepts to brand storytelling, our approach enabled MOJO to redefine ice cream as a healthier, everyday pleasure — creating both category differentiation and long-term brand growth.