TAKEn had a strong wordmark but no personality behind it. On a cup or a bag it looked clean, but it gave people nothing to recognise, remember or grow attached to.

The brand needed a character that could carry its promise, "Not consumed. TAKEn with you.", and stay consistent everywhere it appears: hot and iced cups, packaging, merchandise and dine-in tableware. It also had to be simple enough to print small on a sticker and still work large on a tee or a bag.