Building a brand for the water bottle that moves with you
Takeya is a reputable, growing brand with a highly devout fan base: loyalists who appreciate the obsessive attention to detail — human-centered design that makes other bottles seem clunkier and, well — less Takeya-y. The brand team recognized there was an opportunity to broaden their fan base, and invited broadhead into the positioning/branding process.
Hype bottles with a “pick me” new pattern every two minutes? Yeah, these are not those. Rather, they are thoughtfully considered, meticulously designed and engineered works of water-bottle art. Comfy handle. Spill-proof lid. The touches that make faithful water-consuming humans and Takeya bottles the most compatible of daily companions.
We positioned Takeya as the bottle that inspires better every day. The brand that’s committed to being there. Showing up. Hanging in. An always-encouraging voice that’s rightly saying, “You can. You will. You are.” before anyone wrongly says, “You can’t. You won’t. You aren’t.”
The team established a brand voice reflective of the positioning, and created a comprehensive brand look and feel, leaning into a cool, calming palette and iconography with hand-drawn accents. They paired aspirational lifestyle imagery with a series of proprietary digital 3D illustrations that help create dynamic scenery and movement. The element of vast landscape suggests infinite possibilities and forward-moving momentum in one’s wellness journey.
The new work proclaims that Takeya is for every aspect of living, as supported by the tagline, Life, well-hydrated. Staying hydrated is such a crucial aspect of health and wellness, impacting how your skin looks and even how your brain functions. And Takeya is the bottle for those seeking to do more. Dare more. Learn more. Those committed to aspiring, achieving and all-around self-bettering.