QALO, a company best known for pioneering the silicone wedding ring category, had a vision of broadening their customer base and product offerings. But they weren’t quite sure how to get there so they enlisted Grail for guidance. We led a multi-day strategy workshop that included a deep dive to identify functional and emotional need-states of various consumer archetypes. Our work resulted in a brand repositioning that moved QALO from a narrow niche as a silicone ring for outdoor enthusiasts to a broader position as a functional gear lifestyle brand, and provided the strategic roadmap for new product development and category expansion. QALO is now enjoying ecommerce and retail success with expanded apparel and accessories offerings and the launch of baby and pet product lines.