Born in Japan. Raised in California.

When it accessed The Buddy Group, Japanese bottle and pitcher manufacturer Takeya was one of the fastest growing hydration and wellness companies in the world. However, in the U.S., it had little to no brand recognition in a crowded, noisy market. The Buddy Group guided a full-scale, storydriven strategic exercise and led Takeya’s U.S. brand relaunch. By tailoring Takeya’s differentiators to a narrowed target audience – the fitness community – TBG introduced the brand with a fresh call to action: TakeyaTogether. This simple turn of phrase became the rallying cry for fitness avids at work and play as TBG successfully increased brand recognition. TBG also launched The Traveler, one of the hydration industry’s most functional coffee tumblers.




Audience research
Brand repositioning aimed at unexploited audience niche
Brand campaign execution that leveraged the power of crossover between a new tagline and the campaign itself