Dodge Functional Beverage

Megan Perkins

Brand development and packaging for Dodge, a new to market CPG brand entering the emerging functional beverage sector. Developed in partnership with Monash University Food Innovation this all-natural, Korean pear hangover prevention drink is something you drink after drinking to dodge rough mornings.

Freedom of movement is the central idea that informs the brand, which is visualised in the identity through a dynamic, slanted typographic system that dodges, and changes direction across the range. The bold yet playful solution is designed to appeal to young go-hards and young parents alike, with an eye-catching and distinct presence on the shelf.