Evok
Innovation
Medellín
2013
Three collaborators from Grupo Nutresa took part in a corporate innovation program created by ANDI (the National Business Association of Colombia), Universidad Javeriana, and Adolfo Ibáñez Business School. We led the project structuring process to ensure that ideas could evolve into real outcomes. From that collaboration came Evok — a brand that allowed Nutresa to enter an entirely new category: premium natural wellness.
Summary
Evok blended science, tradition, and design to turn Colombia’s herbs, fruits, and cacao into a line of infusions and chocolates with a strong local identity. In less than two years, the project became a fully operating brand with its own stores, digital channels, and a 95% locally sourced supply chain. More than a product launch, Evok became proof that innovation can be a genuine driver of growth for Nutresa.
Challenge
The challenge wasn’t simply to create a new product — it was to prove that a large industrial company could innovate from within. Could an internal team build an emotional, experiential, and profitable brand inside a highly structured organization? To do so, they had to learn directly from consumers, design a local value chain, and align a complex organization behind a new kind of growth story.
Solutions
The Nutresa team did what real innovators do: they explored trends, listened to consumers, co-created with universities and experts, and validated their concept in the market. Through that process, Evok became not only a successful business but also a case study in how internal talent — when supported with the right structure and guidance — can generate entirely new engines of growth.
