takeya_brand-book_rev3_SPREADS

BRAND BOOK 

v3 // March 2, 2017

OUR GUIDELINES 

The Takeya brand is more than just an idea on paper; it is 

the embodiment of our company, encompassing all of the 

experiences and expectations that people associate with us. 

To protect the integrity of the visual and verbal expression of 

the Takeya brand, it is critical to follow all of the guidelines 

outlined on the following pages. 

This comprehensive communication system includes all 

of the elements you may need—logos, typefaces, colors, 

and more—to create a consistent tone, look, and feel for 

Takeya's communication materials. 

“Success is the sum of 

small efforts, repeated 

day in and day out.” 

We invite you to absorb this information and reference it 

often to become an informed keeper of the brand. 

— Robert Collier 

2 TAKEYA BRAND BOOK / v3 / March 2, 2017 

3

TABLE OF CONTENTS 

Culture 6 

Logo 16 

Color 32 

Typography 46 

Products 52 

Photography 64 

Social 74 

 


5

CULTURE 

This section is an examination of the language and key messaging 

that we use to describe the Takeya brand. It is a collection of the 

shared values, mission and voice that we all adhere to. 

MISSION 

VISION 

THAT MOMENT 

CONSUMER 

BRAND VOICE 

KEYWORDS 


7

TAKEYA IS... 

MISSION 

Headquartered in Huntington Beach, California, Takeya USA is a fast-growing 

active fitness brand that specializes in insulated hydration solutions for people 

on the go. Established in 2008, Takeya USA brings 55 years of Japanese design 

heritage and innovation to provide simple solutions that work. Whatever you 

do to keep active and strong, Takeya will be there to keep you refreshed and 

hydrated so you can maximize your performance. 

From Leanne... 

8 CULTURE LOGO COLOR TYPOGRAPHY PRODUCTS PHOTOGRAPHY SOCIAL 

TAKEYA BRAND BOOK / v3 / March 2, 2017 

9

VISION 

THAT MOMENT 

At Takeya we honor the weekend warrior in everyone, no matter 

what day of the week! We believe life is all about getting out and 

having fun, whether it’s an early morning walk with friends, or 18 

holes on a Saturday afternoon. Perhaps a hot yoga class or a great 

gym workout. Whatever you do to keep active and strong, we’ll 

be there to keep you refreshed and hydrated along the way. 

THE PAYOFF 

Keep doing it, keep breaking boundaries, keep feeling good... when 

exhaustion turns to exalted, when the hard work you put in pays off, when 

you feel at the top of your game... whatever that game may be. 



11

CONSUMER 

WEEKEND WARRIOR 

The Takeya consumer is active and works out on a 

regular basis and/or participates in some sort of 

recreation or team sport. They are the "gym rats", the 

workout junkies, the ageless athletes who love to push 

themselves. They believe that the more they put into 

life, the more they will get out of it. They understand the 

importance of hydration, and know that the more they 

drink, the better they will perform. 

BRING THE HEAT. KEEP YOUR COOL. 

We are Takeya. Like you, we love to sweat. We love to be 

active, and we pursue our passion any chance we get. 

We love the feeling a great workout brings us, as much 

as we love extending and reaching for that dig, that 

putt, that tough serve return. We live for that moment 

of triumph…that last rep we didn’t think we could do, 

that yoga pose that we finally realize, that hit that saves 

the point. Working out and playing sports brings us joy, 

camaraderie, and personal achievement. It is our way 

to a “Better Me”. We revel in feeling strong and healthy, 

and bring this joy into our daily lives. 



13

BRAND VOICE 

KEYWORDS 

The Brand Voice is the purposeful, consistent expression of the brand 

through words and prose styles, used to engage and motivate. The soul of the 

Takeya brand, articulated onto and within our content. 

ENERGY 

JOY 

ENGAGEMENT 

CHALLENGE 

EXAMPLES: 

Quench your inner warrior! 

Bring the heat. Keep your cool. 

Best Lid Ever! 

The best sport performance bottle. Period. 

INTENSITY 

FUN 

ASPIRATION 

SWEAT 



15

LOGO 

This section covers the usage of the master logo, its construction, 

and the variety of layouts available. 

MASTER LAYOUTS 

CLEAR SPACE 

MINIMUM SIZING 

LIMITATIONS 

USAGE 


17

LOGOTYPE 

Takeya's logotype carries forward the legacy and trust of 

the Takeya brand. It is professional and powerful, while not 

being over complicated. 

Registration symbol should 

line up with the height of 

the arm of the "T" and "E". 


TAKEYA BRAND BOOK / V1.0 / March 2, 2017 


19

Do not change spacing between 

letters of our logotype. 

Do not change the angle of the baseline 

when presenting logotype. 

Do not break apart or stack 

parts of the logotype. 


21

THE MARK 

ANATOMY OF THE MARK 

The Takeya mark is an encapsulation of everything 

that the brand represents — it is energetic, 

dynamic, powerful, simple, harmonious, timeless, 

boundless, confident and invigorating. 

The double waves are a nod to the ocean we look 

at out our window, as well as the powerful feeling 

of refreshment. The encapsulation inside the circle 

represents energy, movement, and balance. 

The mark is built from a series of 8 layered, overlapping 

circles, to create 4 dynamic wave shapes. These wave 

shapes converge into the distance to add a layer of energy 

to the elegant shapes. The entire shape is then tilted on it's 

axis 45° to maintain harmony and symmetry, yet create a 

sense of movement and flow. 

With a history and origins in Japan, the Takeya mark 

also embodies it's Japanese legacy and style, while 

blazing forward with it's own timeless appeal. 

45° 

"DESIGN IS SO SIMPLE, THAT’S WHY IT IS SO COMPLICATED." 

- PAUL RAND 



23

HORIZONTAL MASTER LOGO 

VERTICAL ALTERNATIVE LOGO 

Takeya's primary logo orientation is the horizontal lockup 

detailed below. There are 2 main horizontal variations to 

account for specific use cases. 

To accommodate specific use cases and layouts where the 

horizontal lockups are not possible, the vertical alternative 

can be used. 

Primary Horizontal 

The side-by-side layout of the Mark and Logotype serves 

as the Primary logo lockup and fits the largest number of 

use cases. 

The primary color for the logo is Takeya Deep Blue when 

displayed on a pure white background. For alternative 

color variations of the logo, see the following page entitled 

"Logo Color." 

Vertical 

Stacking elements works well for smaller-width use cases 

and, where appropriate, serves as an alternative to the 

horizontal main logo lockup. 

The following pages detail the limitations of the horizontal 

logo—such as minium allowed sizes and clear space rules. 

Please consult these guidelines for a clearer understanding 

on where this Vertical Alternative lockup is appropriate. 

Spacing based on the cap 

height of the logotype. 

Secondary Horizontal with Descriptive Line 

For use cases where displaying the Descriptive Line is 

appropriate, the Secondary logo lockup should be used. 

Width based on the baseline & 

x-height of logotype. 



25

LOGO COLOR 

LIMITATIONS 

The primary color for the logo is Takeya Blue when 

displayed on a pure white background. Additionally, there 

are some alternative color variations for specific use cases. 

Below are some specific limitations and misuses of the 

Takeya logo. Please use discretion to maintain the integrity 

and visibility of the logo. If you have questions, please ask. 

On Light Backgrounds 

For light backgrounds, legibility is paramount, so use 

discretion to maintain the integrity and visibility of the 

logo. The Takeya Blue variation of the logo can be used as 

an alternative. Primarily, this option can be used on very 

light grey, pale blue or images with extremely simplistic 

backgrounds or textures. 

Colored Backgrounds 

• Do not place the Master Logo on any colored 

backgrounds besides white. 

• Do not place any logo on any colored backgrounds that 

reduce it's visibility. 

• Do not place any logo on any colored backgrounds that 

clashes or doesn't match aesthetically with the brand. 

On Dark Backgrounds 

For darker backgrounds, the reversed white variation of the 

logo should be used. 

On Imagery 

• Do not place the Master Logo on top of any images that 

are not fully white directly behind the logo. 

• Do not place any logo on top of any complex or busy 

imagery. 

• Do not place any logo on top of imagery that reduce the 

logo's visibility. 

• Do not place any logo on top of imagery that clashes or 

doesn't match aesthetically with the brand. 



27

LOGO WHITE SPACE 

MINIMUM SIZE 

The importance of whitespace around brand elements 

and throughout all layouts cannot be overstated. It adds 

confidence and clarity to the visual messaging. The more, 

the better. These visuals are used to define minimums. 

Width of Mark 

For readability, scale needs close attention. 

A. Master Logo 

A. Spacing for Logo 

The the logo should never be reduced below 90 pixels wide. 

90px 

The minimum allowance for the master logo is equal to 2x 

the mark in the lockup. This holds true regardless of scale. 

B. Mark 

The mark can be reduced down to favicon size (16px by 

16px). In print and other use cases it’s recommended not to 

be reduced below 1/2 ”. 

16px 

B. Spacing for Mark 1/2 Height of Mark 

For the mark, the minimum clear space allowance should 

be equal to half of the mark itself. Repeat the scale of the 

mark around it, regardless of the scale per circumstance. 

Height of Mark 

C. Vertical Alternative 

This lockup should never be reduced below 40 pixels wide. 

40px 



29

INAPPROPRIATE USAGE 

DO NOT change or move any element of the logo or mark 

To maintain integrity of the logo, don’t do the following; 

DO NOT stretch forms to fill space 

DO NOT place any logo or mark on top of any complex or 

busy imagery 

DO NOT rotate the logo or mark 

DO NOT change the color of the logo or mark 

DO NOT place any logo or mark on top of imagery that 

reduce the logo's visibility doesn't match aesthetically with 

the brand 

DO NOT put “fun” layer effects on any visual brand 

materials 

DO NOT outline the logo or mark 

THE ENEMY OF ART IS THE ABSENCE OF LIMITATIONS. 

- ORSON WELLES 



31

COLOR 

This section covers the usage of our color system, the print and 

web specifications, and some simple visual guides. 

COLOR PALETTE 

CORE COLORS 

SECONDARY COLORS 

GRADIENTS 


33

COLOR PALETTE 

Takeya has a simple, calming, trustworthy color palette. 

Leading with a bold bright blue followed by a strong deep 

blue and complimentary grays. The Core Color palette is 

limited and focuses on conveying confidence and clarity. 

COLOR SYSTEM 

50% Takeya Deep Blue 

30% Takeya Blue 

15% Takeya Dark Gray 

5% Takeya Gray 

“Colors, like features, 

follow the changes 

of the emotions.” 

— Pablo Picasso 



35

CORE COLORS 

These four Core Colors capture the majority of the color 

needs in our brand. 

Takeya Deep Blue is a deep, rich color that adds power 

and depth to the brand. Drawing inspiration from deep 

waters and powerful waves, it is the perfect representation 

for Takeya's visual voice. This is the core brand color and 

should be featured prominently on all brand materials. 

Takeya Dark Gray 

Takeya Blue is a bold, bright visual that should be used 

sparingly to add interest to specific areas and bring impact. 

Takeya Dark Gray is a complementary color that should be 

used in place of black. It is most commonly used within the 

typography instead of 100% black when a darker color is 

needed. 

Takeya Gray is also used as a complement to Takeya Dark 

Gray. This should be used as the default text color. 

Standard White is often used in addition to the three main 

colors and should be used as the brand canvas. It should 

be used liberally to frame important brand elements and 

captures the majority of all visuals. 

Takeya Deep Blue 

Takeya Blue 

Takeya Gray 



37

SECONDARY COLORS 

These three Secondary Colors help support the Core Colors 

and flesh out any additional color needs in our brand. 

Takeya Light Gray should be used sparingly as an richer 

alternative to Standard White. 

Takeya Yellow should be used sparingly as a warmer accent 

color to add a layer of pop where appropriate. 

Takeya Orange should be used very sparingly as a bolder 

accent color to add an additional layer of pop where 

appropriate. 

Takeya Light Gray 

Takeya Yellow 

Takeya Orange 



39

CORE PALETTE 

SECONDARY PALETTE 

The Core palette will cover the majority of your needs. It’s 

intentionally small in variety as to not dilute the brand 

visuals, adding confusion. 

The Secondary palette is intended to complement the Core 

colors and add an additional layer of warmth and vibrancy. 

These colors should be used sparingly and deliberately. 

NAME 

PANTONE 

CMYK 

RGB 

HEX 


7691 C 

95, 64, 16, 2 

0, 96, 152 

#005F98 

Takeya Blue 

632 C 

81, 28, 25, 0 

19, 146, 174 

#1391AD 

Takeya Dark Gray 

7540 C 

57, 44, 41, 50 

72, 78, 82 

#484E52 

Takeya Gray 

431 U 

57, 44, 41, 8 

117, 124, 129 

#757B81 

Standard White 

0, 0, 0, 0 

255, 255, 255 

#FFFFFF 

NAME 

PANTONE 

CMYK 

RGB 

HEX 

Takeya Yellow 

136 C 

1, 28, 87, 0 

251, 188, 60 

#FBBC3C 

Takeya Orange 

7417 C 

0, 86, 88, 0 

239, 70, 53 

#EF4534 

Takeya Light Gray 

649 U 

10, 5, 5, 0 

226, 231, 234 

#E2E7E9 



41

Takeya Light Gray Takeya Blue Takeya Blue 

COOL GRADIENTS 

Our gradients add an additional bolder graphical element 

that can provide a richer aesthetic and more vibrant look. 

These gradients should be used sparingly and deliberately. 

The Cool Gradients are the primary gradient styles that 

should be used for most scenarios. 

To add a richer feel, an additionl color is introduced, that is 

only used for gradients and should be used sparingly... 

Takeya Dark Blue 

100, 83, 35, 24 

5, 56, 99 

#053863 


Takeya Gray Takeya Deep Blue Takeya Dark Blue 



43

Takeya Yellow 

Takeya Red 

WARM GRADIENTS 

Our gradients add an additional bolder graphical element 

that can provide a richer aesthetic and more vibrant look. 

These gradients should be used sparingly and deliberately. 

The Warm Gradients are the secondary gradient styles that 

should only be used for specific uses cases where a warmer 

palette is necessary. 

Like the Cool Gradients, to add a richer feel, an additionl 

color is introduced, that is only used for gradients and 

should be used sparingly. 

Takeya Red 

Takeya Dark Blue 



45

TYPOGRAPHY 

This section covers the usage of our typography system. Because 

of the simplicity in our brand, type plays an important part. If you 

need something further defined please reach out to your contact. 

FF DIN 

USAGE 


47

FF DIN 

FF DIN is a realist sans-serif typeface designed in 1995 by Albert-Jan Pool, based 

on DIN-Mittelschrift and DIN-Engschrift, as defined in the German standard DIN 

1451. DIN is an acronym for Deutsches Institut für Normung (German Institute of 

Standardisation). 

source: Wikipedia 

FF DIN is the leading typeface in our system. Both 

Condensed and Standard styles are used to compliment and 

contrast each other. 

FF DIN Pro Condensed 

We use 3 weights—Condensed Light, Condensed Medium 

and Condensed Black—for a great range for all of our 

needs. This styles is mostly used for large titles, print 

collateral & product packaging. 

Aa 

AaBbCcDdEeFfGgHhIiJjKk 


FF DIN Pro 

We use 3 weights—Regular, Bold and Black—for a great 

range for all of our needs. This style should be the default 

style used for paragraphs, communications and general 

layout purposes. 





49

TYPE USAGE 

EXAMPLES 

Takeya's type system is classic and simple to get the 

message across as succinctly as possible. Utilizing the 

minimum amount of color and visual noise, the guidelines 

on the opposite page help convey a sense of professionalism 

and organization that we strive for. 

White space is important for our system, since it gives our 

messaging room to breath and stand apart. Make sure all 

text is give the proper spacing, margins and padding. 

Less is more. 

The breakdown 

HEADING 

DIN Pro Condensed Light 42pt 

SUB-HEADING 

DIN Pro Regular 16pt 

ABOUT US 

Takeya USA 

BODY 

DIN Pro Regular 10pt 

Headquartered in Huntington Beach, California, Takeya USA is a fast-growing 

active fitness brand that specializes in insulated hydration solutions for people 

on the go. Established in 2008, Takeya USA brings 55 years of Japanese design 

heritage and innovation to provide simple solutions that work. Whatever you 

do to keep active and strong, Takeya will be there to keep you refreshed and 

hydrated so you can maximize your performance. 

DETAILS 

Open Sans Light All Caps 14pt 

www.takeyausa.com 

" CLUTTER IS SYMPTOMATIC OF DELAYED DECISION MAKING." 

- CYNTHIA KYRIAZIS 



51

PRODUCTS 

Takeya insulated bottles and tumblers are the heart of the brand, 

it is imperative for the packaging, on-bottle art, colors and sizes to 

all work together to provide a cohesive experience. 

BOTTLE PACKAGING 

ACTIVES 

ORIGINALS 

ICONS 


53

ON-BOTTLE 

The Vertical Alternative Logo is used as the On-Bottle mark 

across the full Takeya Originals and Takeya Actives lines. 

Due to the small logo area on the bottles and because of the 

symmetrical nature of the bottles, the Vertical Alternative 

Logo is the ideal variation. 

Specify the rules for 

the spacing here. 

Specify the rules for 

the spacing here. 



55

ACTIVES BOTTLE PACKAGING 

ORIGINALS BOTTLE PACKAGING 

Our packaging is a reflection of our voice and our vision. It must act as a 

slient salesman, helping inform the customer without overwhelming thme. 

It must be clean, compelling, and catch the eye. 

Our Actives line is Takeya's premiere line, and as such must look premium, 

while adhering to the following principles... 

• Clearly communicate features and benefits 

• Reinforce our tagline 

• Visible on shelf 

• Ability to easily peg 

Our Originals line is our entry level line. As such, it must family with Actives 

line, but must not look as premium. However, it still must adhere to the 

following principles... 

• Clearly communicate features and benefits 

• Design is clean and text is readable 

• Visible on shelf or peg 

DOUBLE-WALL VACUUM INSULATED 

Keeps your beverage the temperature you like it 

SWEAT-FREE 

No moisture in your bag or rings on your desk 

18/8 FOOD GRADE STAINLESS STEEL 

Won’t transfer flavors so drinks taste great 

DURABLE POWDER COAT 

Unique texture for easy grip 

BPA-FREE 

Keepin’ it toxin free 

LIMITED LIFETIME WARRANTY 

Awesome. Guaranteed. 

INSULATED STAINLESS DRINKWARE 

BRING THE HEAT 

KEEP YOUR COOL 

Insulated to keep your favorite drink 

HOT or COLD for hours. 

24 

HOURS COLD 

12 

HOURS HOT 

40oz / 1.2L 

THE 

INSULATED 

SPOUT LID 

HANDWASH ONLY 

Takeya USA Corporation 

©2017 All rights reserved 

takeyausa.com 

#takeya 

Patented 

Leak-Proof 

Max Flow Spout 

Comfort Sip 

Easy-Carry Handle 

50022 

GLUE AREA 

DOUBLE-WALL VACUUM INSULATED 

Keeps your beverage the temperature you like it 

18/8 FOOD GRADE STAINLESS STEEL 

Won’t transfer flavors so drinks taste great 


Unique texture for easy grip 

BPA-FREE 

Keepin’ it toxin free 


Awesome. Guaranteed. 

THE ORIGINAL SPOUT LID 

• Leak-Proof • Comfort Sip 

• Max Flow Spout • Easy-Carry Handle 

INSULATED STAINLESS HYDRATION 



Insulated to keep your favorite drink 

HOT or COLD for hours. 

24 

HOURS COLD 

12 

HOURS HOT 

40oz / 1.2L 

HANDWASH ONLY 

Takeya USA Corporation 



#takeya 

50022 

GLUE AREA 

At Takeya, we honor the weekend warrior 

in everyone, no matter what day of the 

week! 

We believe life is all about getting out and 

having fun. Whether it’s an early morning 

walk with friends, or 18 holes on a 

Saturday afternoon. Maybe a hot yoga 

class or gym workout. 

Whatever you do to keep active and strong, 

we’ll be there to keep you refreshed and 

hydrated so you can do it for longer. So 

bring the heat. We’ll keep you cool! 

WHY TAKEYA TUMBLERS? 

Did you know that the average person will drink 37% more 

water if it’s cold? 

It’s true! So bring plenty of ice cold refreshment to keep 

you going strong in our convenient, take-anywhere bottles. 

Designed to perform, we’ve built in features that you’ll 

really notice, like the extra protection the bottom bumper 

provides, or our 24 hour ice guarantee! 

And our patented Insulated Spout Lid let’s you sip, chug, 

or pour your refreshment with a simple twist of the cap - 

without having to remove the entire lid! 


We proudly stand behind our products and guarantee 

Takeya bottles and lids with a limited lifetime warranty 

against manufacturer defects. For more info, visit 

takeyausa.com/warranty 

USE & CARE 

• Clean all parts with warm soapy water before 

initial use 

• Handwash only 

• Do not use in dishwasher, microwave, or freezer 

• Do not use on stove for cooking or pre-heating 

• Avoid cleansers that contain bleach or chlorine 

WARNING 

• Allow hot liquids to cool to a drinkable temperature 

• Do not overfill product - Hot liquids can scald user 

• Keep out of reach of children 

SHARE YOUR #TAKEYA 

Snap a photo using your Takeya 

and tag it with #TAKEYA for a 

chance to be featured on our 

social media. 


714.374.9900 x 314 

customerservice@takeyausa.com 


GLUE 

At Takeya, we honor the weekend warrior 

in everyone, no matter what day of the 

week! 

We believe life is all about getting out and 

having fun. Whether it’s an early morning 

walk with friends, or 18 holes on a 

Saturday afternoon. Maybe a hot yoga 

class or gym workout. 

Whatever you do to keep active and strong, 

we’ll be there to keep you refreshed and 

hydrated so you can do it for longer. So 

bring the heat. We’ll keep you cool! 

WHY TAKEYA TUMBLERS? 

Did you know that the average person will drink 37% more 

water if it’s cold? 

It’s true! So bring plenty of ice cold refreshment to keep 

you going strong in our convenient, take-anywhere bottles. 

Designed to perform, we’ve built in features that you’ll 

really notice, like the extra protection the bottom bumper 

provides, or our 24 hour ice guarantee! 

And our patented Insulated Spout Lid let’s you sip, chug, 

or pour your refreshment with a simple twist of the cap - 

without having to remove the entire lid! 


We proudly stand behind our products and guarantee 

Takeya bottles and lids with a limited lifetime warranty 

against manufacturer defects. For more info, visit 

takeyausa.com/warranty 

USE & CARE 

• Clean all parts with warm soapy water before 

initial use 

• Handwash only 

• Do not use in dishwasher, microwave, or freezer 

• Do not use on stove for cooking or pre-heating 

• Avoid cleansers that contain bleach or chlorine 

WARNING 

• Allow hot liquids to cool to a drinkable temperature 

• Do not overfill product - Hot liquids can scald user 

• Keep out of reach of children 

SHARE YOUR #TAKEYA 

Snap a photo using your Takeya 

and tag it with #TAKEYA for a 

chance to be featured on our 

social media. 


714.374.9900 x 314 

customerservice@takeyausa.com 


GLUE 



57

TAKEYA ACTIVES 

Takeya insulated products take insulated drinkware to the next level by providing innovative 

solutions for people on the go. All of our products are double-wall insulated, 18/8 Food Grade 

Stainless, with a lifetime warranty. 

The Takeya Actives line represents our premium collection of insulated hydration solutions. 

It has been designed for athletes, weekend warriors, and fitness enthusiasts, and provides 

solutions to the this tribe such as: 

• The "BEST LIDS EVER" for both bottles and tumblers 

• Insulated lids to decrease sweating and increase insulation time 

• Protective bumpers to fit in cup holders better, provide additional durability, and allow 

quick "set-down" 

• Monochromatic lid, bottle (or tumbler) and bumper to align with active lifestyle color 

trends 

• Large assortment of color to coordinate with sports and fitness industry trends 

Since the Takeya Actives line is positioned 

as a cold hydration line, it is available in 4 

larger bottle sizes: 

• 18oz 

• 24oz 

• 32oz 

• 40oz 

And 2 tumbler sizes: 

• 20oz 

• 30oz 

Colors 

The Actives Collection includes five Core Colors and six Lifestyle 

Colors. (Please note: 30oz Tumblers available in Core Colors only) 

The inspiration for this palette comes from the sports and fitness 

industry. As such, the Core Colors will remain constant for 2-3 

years, while the Lifestyle Colors will follow fitness industry color 

trends and will be refreshed more often. 

Core Colors 

Lifestyle Colors 

NEED COLOR CODES FOR SAPPHIRE 



59

TAKEYA ORIGINALS 

In this section Takeya should talke about any/all of the following.. 

• What defines Takeya Originals? 

• Strategy behind bottle design and bottle art 

• Strategy for bottle size numbers on bottle art 

• Philosophy for bottle sizes in the line 

Since the Takeya Original line is positioned 

as a cold hydration line, it is available in 5 

larger bottle sizes: 

• 14oz 

• 18oz 

• 24oz 

• 32oz 

• 40oz 

And 2 tumbler sizes: 

• 20oz 

• 30oz 

Colors 

In this section, Takeya should talk about any/all of the following... 

• Strategy for bottles colors 

• Why specific colors palette was chosen for Actives? 



61

ICONS 

Takeya icons quickly and compellingly communicate the 

essential benefits of our innovations and features. 

DOUBLE-WALLED 

SWEAT-FREE 

18/8 FOOD GRADE 

TEXT FROM HYDROFLASK BRAND BOOK 


BPA-FREE 

LIMITED LIFETIME 

WARRANTY 





63

PHOTOGRAPHY STYLE 

There are two parts to photography styles: messaging and style. To 

accurately convey the Takeya brand, our photography must include 

the summation of both. 

MESSAGING 

STYLE 

LIMITATIONS 


65

MESSAGING 

That Moment 

"That Moment" is a celebration of being active and healthy… 

and loving the feeling that gives you. It's the moment when 

exhaustion turns to exalted, when the hard work you put in 

pays off, when you feel at the top of your game... whatever 

game that may be. 

It's the love of pushing yourself and bringing your best, each 

and every time. It's the pride you feel when it's all said and 

done and you know you've brought your best. 

Takeya is there by your side, providing that much-needed 

ice cold refreshment; that extra burst that helps you keep 

going... and the payoff when you hit your goal. Ahhhh! 

Subject Mindset 

I love being active. I choose to be out doing what I love. It 

makes me feel healthy, happy, fulfilled. I don’t mind working 

hard, in fact i like it, and i look forward to bringing the heat 

to all i do. The extra rep, the hard dig, the “million dollar 

putt”… I welcome these challenges because they make me 

feel alive. 



67

STYLE 

Capturing That Moment 

The encapsulation of that feeling you get when you've given 

it everything you've got, you're beyond exhausted, you've 

pushed past your boundaries, and you can finally celebrate 

your victory. It's a moment of accomplishment and pride, 

not of defeat or pain. 

"That Moment" is aspirational, exhilarating, vibrant, 

energetic, fun, bright, intense and joyous. 

Bring the Heat. Keep Your Cool. 

When you "Bring the Heat", Takeya provides the 

refreshment to help "Keep Your Cool" . We provide 

innovative product features and benefits that make our 

products ideal during any activity, providing much needed 

hydration DURING and AFTER. 

We want to capture that moment, the invigorating feeling of 

quenching your thirst and finally cooling off giving it your all. 

Being There 

Takeya photography places you in a moment – the setting, the 

sport, the mood, the sweat – they should all work together to 

create a desire to be a part of the scene. 

• Setting - inviting, bright and engaging. 

• Activities - intense, relatable, inclusive, challenging & fun. 

• Mood - vibrant, energetic and joyous. 

• Style - clear, light, candid, vibrant and sharp focus. 



69

LIMITATIONS 

No Silhouettes or Dark Settings 

Photography should be light, airy, vibrant and subjects 

should be clearly visible. We want to have a clear picture of 

the subject's surroundings and also the expression on their 

face. 

No Unrelatable Photography 

Photography should include activities that are relatable and 

should feel attainable. Subjects should never be performing 

any activities that are exclusive, pretentious or elitist. 

No Angry or Painful Expressions 

Subjects should show intensity and aggression, but should 

never look angry, defeated or in pain. We want to convey a 

sense of accomplishment and joy, where the subject has 

broken through and they know it's going to be ok. 

No Staged Photography 

Photography should be candid and relatable. Subjects 

should never be looking at the camera or placed in 

obviously staged poses. 



71

LIMITATIONS (CONTINUED) 

No Cheesy or Overproduced Photography 

Photography should always be professional and high quality. 

Never use cheesy or casual photography. 

Photography should also always be relatable and attainable. 

Never use photography that looks overproduced, airbrushed 

or shot in a studio. 

No Far Shots or Extreme Close-ups 

Subjects should be approximately 5-12 feet away from 

the camera to ensure a sharp focus and clear view of the 

surroundings. No close-up shots with soft focus or far shots 

with lack of detail or expression. Photography should be 

light, airy, vibrant and subjects should be clearly visible. We 

want to have a clear picture of the subject's surroundings 

and also the expression on their face. 



73

SOCIAL 

This section covers the execution of our social media and 

customer communication. 

AVATARS 

SOCIAL CONTEXT 


75

AVATARS 

SOCIAL CONTEXT 

Our social avatars are driven by our mark. Since the titles 

of the pages will have our company name and information 

there is no need to add any of that to the avatar. 

A. Square 

For square avatars, the stacked logo should be used to 

maximize the size of the logo for increased visibility. The 

primary avatar should be on a white background, while the 

logo should be the primary Takeya Deep Blue color. For 

an alternate avatar design, where the white background 

doesn't work or additional color needs to be introduced, use 

the Takeya Blue -> Takeya Deep Blue gradient background 

with a reversed white logo. 

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voluptur si rente pre es remposa nditium expliqui cus 

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MIGHT REQUIRE BIGGER CONVERSATION 

ABOUT SOCIAL & CUSTOMER 

COMMUNICATION STRATEGY? 

B. Circle 

For circle, the stacked logo should also be used to maximize 

the size of the logo for increased visibility. The primary 

avatar should be on a white background, while the logo 

should be the primary Takeya Deep Blue color. For an 

alternate avatar design, where the white background 

doesn't work or additional color needs to be introduced, use 

the Takeya Blue -> Takeya Deep Blue gradient background 

with a reversed white logo. 



77

INFORMATION 

This document serves as a foundational guide to using 

this brand identity. It covers all the rules regarding color, 

alignment, artistic direction, and more. These guidelines are 

for the use of the Takeya team and associated agencies only. 

If there is ever doubt, please refer back to this document. If 

you should have any questions please feel free to contact us 

at info@takeyausa.com. 

THANK YOU 


79

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