Competing against well-established brands, both global and local, the TAK brand needed to create a differentiated brand strategy and proposition that would fulfill the customers’ needs and ambitions through a strong and unmatched combination of innovative products and services.

DIA developed a brand strategy based on the idea of “Choices” to encapsulate the idea that TAK’s range of innovative, exciting and quality products gives choice in the simplest sense – from the everyday to the unusual. ‘Choices’ also describes the world of new possibilities TAK opens up for their customers.

In working to position both the parent brand TAK, and the product brand Lamitak, DIA was deliberate about showcasing the close relationship between the two. Metaphorically, TAK is like a parent, as it is authoritative, and it has stature, experience and gravitas. Lamitak, meanwhile, is like a child because while it has all the positive attributes of ‘the parent’ (TAK), it is also youthful – fun, fresh, adventurous and lively.

The brand expression for TAK, the TAK signature, illustrates the recognisable graphic features that make the TAK signature unique, whereas the Lamitak identity is an expression of its own brand personality. It is trendy, creative and fun. The symbol was formed by transforming a square laminate swatch into a three-dimensional space. It reflects the brand’s mission to educate, excite and create inspiring spaces.