Megan Perkins captures movement and vibrancy in her identity for hangover-avoiding beverage Dodge
Tasmanian multi-disciplinary creative Megan Perkins has partnered with organic non-carbonated drinks brand Dodge to create a punchy identity that reflects the beverage’s benefits. Crafted to avoid hangovers, Dodge is designed to be drunk after heavy drinking, in effect ‘dodging’ the side effects one may have.
Driven by this notion, movement is at the centre of the brand, physically realised through the introduction of an altered version of Apex Type Foundry’s Smithee as the dynamic and energetic primary typeface. “I’ve customised Smithee significantly to achieve the consistent slant and back slant angles,” Perkins tells us, “bringing a fun, bold and no-bullshit personality to the brand;” culminating in a flexible, layered typographic pattern that epitomises Dodge’s character, service and mission. “This type treatment is supported with a complimentary, more legible condensed font in Acumin,” Perkins notes, with further supporting typography coming in the form of Use & Modify’s serif Redaction for the identity’s body copy.
The energy of Dodge’s typography and striking application is then emboldened by Perkin’s lively introduction of colour, opting for powerful yellow and blue hues. “The colours are refreshing and optimistic, eye-catching and natural, in line with the product’s qualities,” Perkins suggests. “The drink is a Korean pear fruit juice with a range of beneficial vitamins and minerals,” she contextualises, “so the yellow tones reflect this ingredient and the turquoise blue is a distinct colour Dodge could own,” providing further visibility on the shelf compared to the competition. “The playful tones help soften the hard typography and ensure the product is approachable,” she explains, noting the gender-neutral, youthful target audience – from young adults to young parents. “The tones that suggest the ocean, sun, grass and sky gently gesture to the fun things drinkers can do on the weekend without a hangover,” Perkins concludes, “maybe head to the beach, or get into some sport.”
Acumin by Robert Slimbach