Takeya Brand Book

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.

TAKEYA ACTIVES
TAKEYA ORIGINALS
ON-BOTTLE ARTWORK
PACKAGING
ICONS

TAKEYA BRAND BOOK / v4 / March 8, 2017 51

TAKEYA ACTIVES PRODUCT LINE Since the Takeya Actives line is positioned
as a cold hydration line, it is available in 4
Takeya insulated products take insulated drinkware to the next level by providing larger bottle sizes:
innovative solutions for people on the go. All of our products are double-wall insulated,
18/8 Food Grade Stainless, with a lifetime warranty. • 18oz
• 24oz
The Takeya Actives line represents our premium collection of insulated hydration • 32oz
solutions. It has been designed for athletes, weekend warriors, and fitness enthusiasts, • 40oz
and provides solutions to the this tribe such as:
And 2 tumbler sizes:
• The "BEST LID EVER" for both bottles and tumblers • 20oz
• Insulated lids to decrease sweating and increase insulation time • 30oz
• Protective bumpers to fit in cup holders better, provide additional durability, and

allow quiet "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

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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 Onyx Arctic Slate

Fire Midnight

Fuschia Violet Sapphire

Lifestyle Colors

Teal Lime Solar

TAKEYA BRAND BOOK / v4 / March 8, 2017 53

TAKEYA ORIGINALS PRODUCT LINE Since the Takeya Original line is positioned as a cold
hydration line, it is available in 5 larger bottle sizes:
The Takeya Originals line represents our “base model” product that the
Actives line builds upon. It is a great entry level point for consumers to • 14oz
experience the brand and will be distributed in more “mass” distribution • 18oz
channels (outside of specialty and sports & fitness.) • 24oz
• 32oz
The strategy is to keep this line basic - in both color assortment and • 40oz
technology. The bottle lids will remain non-insulated, and the Tumbler lids
will remain standard. And 2 tumbler sizes:
• 20oz
The Originals line is truly the “first level” exposure to the Takeya brand and • 30oz
should not be offered to higher end retailers or speciality accounts.

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Colors

The Originals collection consists of six core colors. These colors
were chosen for their broad appeal and wide spread familiarity.
Thus, the colors are not trendy, and will remain constant for 3-4
years, with additions/deletions as needed to keep the line fresh.

Black White Graphite

Ocean Navy Red

TAKEYA BRAND BOOK / v4 / March 8, 2017 55

ON-BOTTLE ARTWORK Specify the rules for
the spacing here.
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.

Both Actives and Originals share the same on-bottle design.
[The differences are the insulated (and monochromatic) lid
color and the bumper on Actives.]

The logo and size are printed in 877C. Specs are as shown
(and are also the same across both lines).

PLEASE NOTE: 14oz size is only available in ORIGINALS
line. Monochromatic lid color is available on ACTIVES line
only. This line up is for logo location only.

Specify the rules for
the spacing here.

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TAKEYA BRAND BOOK / v4 / March 8, 2017 57

BOTTLE PACKAGING - ACTIVES

Our packaging is a reflection of our voice and our vision. It must act as a
silent salesman, helping inform the customer without overwhelming them.
It must be clean, compelling, and catch the eye.

Our Actives line is Takeya's premier 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

DOUBLE WALL VACUUM INSULATED BRING THE HEAT 40oz / 1.2L THE Leak-Proof
KEEP YOUR COOL INSULATED Max Flow Spout
Keeps your beverage the temperature you like it 51004 MidnightSPOUT LID™Comfort Sip
Easy-Carry Handle
SWEAT FREE
Insulated to keep your favorite drink HANDWASH ONLY
No moisture in your bag or rings on your desk HOT or COLD for hours. Takeya USA Corporation
©2017 All rights reserved
18/8 FOOD GRADE STAINLESS STEEL 24 12
takeyausa.com
Won’t transfer flavors so drinks taste great HOURS COLD HOURS HOT #takeya

DURABLE POWDER COAT

Unique texture for easy grip

BPA FREE

Keepin’ it toxin free

LIMITED LIFETIME WARRANTY

Awesome. Guaranteed.

WHY TAKEYA TUMBLERS? USE & CARE SHARE YOUR #TAKEYA
Did you know that the average person will drink 37% more
water if it’s cold? • Clean all parts with warm soapy water before Snap a photo using your Takeya
initial use and tag it with #TAKEYA for a
It’s true! So bring plenty of ice cold refreshment to keep chance to be featured on our
you going strong in our convenient, take-anywhere bottles. • Handwash only social media.
Designed to perform, we’ve built in features that you’ll • Do not use in dishwasher, microwave, or freezer
At Takeya, we honor the weekend warrior really notice, like the extra protection the bottom bumper • Do not use on stove for cooking or pre-heating GLUE
in everyone, no matter what day of the provides, or our 24 hour ice guarantee! • Avoid cleansers that contain bleach or chlorine
week!
And our patented Insulated Spout Lid™ let’s you sip, chug, WARNING takeyausa.com
We believe life is all about getting out and or pour your refreshment with a simple twist of the cap - • Allow hot liquids to cool to a drinkable temperature 714.374.9900 x 314
having fun. Whether it’s an early morning without having to remove the entire lid! • Do not overfill product - Hot liquids can scald user customerservice takeyausa.com
walk with friends, or 18 holes on a • Keep out of reach of children ©2017 All rights reserved
Saturday afternoon. Maybe a hot yoga LIMITED LIFETIME WARRANTY
class or gym workout. We proudly stand behind our products and guarantee
Takeya bottles and lids with a limited lifetime warranty
Whatever you do to keep active and strong, against manufacturer defects. For more info, visit
we’ll be there to keep you refreshed and takeyausa.com/warranty
hydrated so you can do it for longer. So
bring the heat. We’ll keep you cool!

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BOTTLE PACKAGING - ORIGINALS

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 KEEP YOUR FAVORITE DRINK 40oz / 1.2L
COLD OR HOT FOR HOURS
Keeps your beverage the temperature you like it HANDWASH ONLY
24 12 Takeya USA Corporation 50024 Ocean
SWEAT FREE ©2017 All rights reserved
HOURS COLD HOURS HOT
No moisture in your bag or rings on your desk takeyausa.com
#takeya
18/8 FOOD GRADE STAINLESS STEEL

Won’t transfer flavors so drinks taste great

BPA FREE

Keepin’ it toxin free

LIMITED LIFETIME WARRANTY

Awesome. Guaranteed.

THE ORIGINAL SPOUT LID™

• Leak-Proof
• Max Flow Spout
• Easy-Carry Handle

WHY TAKEYA TUMBLERS? USE & CARE SHARE YOUR #TAKEYA
Did you know that the average person will drink 37% more
water if it’s cold? • Clean all parts with warm soapy water before Snap a photo using your Takeya
initial use and tag it with #TAKEYA for a
It’s true! So bring plenty of ice cold refreshment to keep chance to be featured on our
you going strong in our convenient, take-anywhere bottles. • Handwash only social media.
Designed to perform, we’ve built in features that you’ll • Do not use in dishwasher, microwave, or freezer
At Takeya, we honor the weekend warrior really notice, like the extra protection the bottom bumper • Do not use on stove for cooking or pre-heating GLUE
in everyone, no matter what day of the provides, or our 24 hour ice guarantee! • Avoid cleansers that contain bleach or chlorine
week!
And our patented Insulated Spout Lid™ let’s you sip, chug, WARNING takeyausa.com
We believe life is all about getting out and or pour your refreshment with a simple twist of the cap - • Allow hot liquids to cool to a drinkable temperature 714.374.9900 x 314
having fun. Whether it’s an early morning without having to remove the entire lid! • Do not overfill product - Hot liquids can scald user customerservice takeyausa.com
walk with friends, or 18 holes on a • Keep out of reach of children ©2017 All rights reserved
Saturday afternoon. Maybe a hot yoga LIMITED LIFETIME WARRANTY
class or gym workout. We proudly stand behind our products and guarantee
Takeya bottles and lids with a limited lifetime warranty
Whatever you do to keep active and strong, against manufacturer defects. For more info, visit
we’ll be there to keep you refreshed and takeyausa.com/warranty
hydrated so you can do it for longer. So
bring the heat. We’ll keep you cool!

TAKEYA BRAND BOOK / v4 / March 8, 2017 59

ICONS

Takeya icons quickly and compellingly communicate the
essential benefits of our innovations and features. They are
our “silent sales people” that must educate and inform the
consumers on our product differentiators.

They may evolve and change, but one rule remains:
they must be easy to understand (in any language) and
graphically communicate a feature/benefit.

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DOUBLE-WALLED SWEAT-FREE 18/8 FOOD GRADE
STAINLESS STEEL

DURABLE POWDER COAT BPA-FREE LIMITED LIFETIME
WA RR A NT Y

KEEP YOUR COOL BRING THE HEAT

TAKEYA BRAND BOOK / v4 / March 8, 2017 61

62

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

TAKEYA BRAND BOOK / v4 / March 8, 2017 63

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."

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TAKEYA BRAND BOOK / v4 / March 8, 2017 65

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.

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.

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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 after giving it
your all.

TAKEYA BRAND BOOK / v4 / March 8, 2017 67

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 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.

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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 Staged Photography

Photography should be candid and relatable. Subjects
should never be looking at the camera or placed in
obviously staged poses.

TAKEYA BRAND BOOK / v4 / March 8, 2017 69

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.

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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.

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72

SOCIAL

This section covers the execution of our social media and
customer communication.

AVATARS
COLOR USAGE
PHOTOGRAPHY
CONTENT

TAKEYA BRAND BOOK / v4 / March 8, 2017 73

AVATARS Primary Secondary

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 usage – Facebook, Twitter, YouTube –
the stacked logo should be used to maximize the size of the
logo for increased visibility. The primary avatar should use
the Takeya Blue -> Takeya Deep Blue gradient background
with a reversed white logo on a white background. For
an alternate avatar design, where a light background is
necessary, the logo should be the primary Takeya Deep Blue
color on a white background.

B. Circle

For square avatars usage – Instagram, Pinterest, LinkedIn
– the stacked logo should also be used to maximize
the size of the logo for increased visibility. The primary
avatar should use the Takeya Blue -> Takeya Deep Blue
gradient background with a reversed white logo on a white
background. For an alternate avatar design, where a light
background is necessary, the logo should be the primary
Takeya Deep Blue color on a white background.

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COLOR USAGE

Color usage across social media platforms should be
minimal for typography, buttons, links, etc. Takeya Blue
should be used for the main brand accent color across
the board, since it is bright, vibrant and stands out next to
standard dark/black text.

All photography should complement the tone and feeling of
the page, and should never clash. Pay special attention to
the rest of the photography on the page, and choose images
that match the current tone and color palette. Photography
in the header section of any social media site should be
simple in composition and should never be too visually
cluttered or busy.

TAKEYA BRAND BOOK / v4 / March 8, 2017 75

PHOTOGRAPHY

This is where we discuss all guidelines surrounding
photography and imagery used across all social media.

• What do typical social media photos look like?
• Is there ever a visualy overlay or filter applied?
• Is there ever text overlayed over the photo?
• What do typical holiday photos look like?

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CONTENT

Takeya’s “tribe” consists of fitness enthusiasts, weekend
warriors and recreational sport participants. Our content
should be authentic and interesting to these groups of
people, and focus on being active and on-the-go… and the
benefit Takeya products offers this audience. There should
be a mix of original and shared content, all around the idea
of inspiring people to take their Takeya and get going!

Our two main hastags will be #Takeya (for corporate and
general brand tags) and #BestLidEver (for product tags).
Usage should depend on upon the type of post. There are
instances, however, where using both may be relevant.

#TAKEYA

Corporate and general brand tags

#BESTLIDEVER

Product tags

TAKEYA BRAND BOOK / v4 / March 8, 2017 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 [email protected].

THANK YOU

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