Dodge
Smithee and Acumin are the main typefaces in the visual identity of Dodge – “a new all natural, non-carbonated functional beverage you drink after drinking to dodge rough mornings”. The brand was launched by Alec Balcombe and Braeden Leahy, who hired Megan Elizabeth Perkins for their visual identity. The Brand Identity cites Perkins about her typeface selection:
I’ve customised Smithee significantly to achieve the consistent slant and back slant angles,” […] “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.
Freedom of movement is the central idea that informs the brand, visualised through a dynamic, slanted typographic system that dodges, and changes direction across the range. The bold, playful solution is designed to appeal to young go-hards and young parents alike. Its eye-catching typographic presence on the shelf is paired with a quenching, optimistic palette and a photographic style that feels like a bright new day.
Photography by Jesse Hunniford
