Cantrip Seltzer
Cantrip is a cannabis-infused seltzer available at dispensaries across the state of Massachusetts. The word Cantrip means “a playful act”—Dungeon and Dragons aficionados will know it as the simplest type of spell that can be cast. So it’s no surprise to see a playful design system at work.
Co-founder Adam Terry approached Jess Brandon to design Cantrip’s logo, a role that grew and evolved into her current position as Cantrip’s Creative Director. She is the one responsible for Cantrip’s dynamic, colorful identity, including the choices of Bungee and Jura to anchor the brand.
Brandon describes the process of choosing Bungee:
I tried a few different fonts throughout the logo creation process, but none of them ever felt quite right. I wanted a primary font that was easy to read but still conveyed enjoyment. Bungee stood out to me – it’s modern and clean, but the weight and slight curvature around the corners felt a little more playful than some of the other fonts I considered. Fun and sociability are a huge part of our brand and Bungee (even the name!) fit this better than any other font I found without sacrificing legibility and a modern, relevant feel.
Drop shades play a big part in Cantrip’s identity, helping the text pop against the colorful backdrops of the cans. Bungee’s layer fonts are not used in the identity, but there’s a similar feeling simplified dimensionality that fits the design. I love seeing how this visual language has extended from the packaging into the merchandise and social media posts, not to mention the website headers (the website navigation even has shadows that change on-hover).
Bungee is an all-caps font, so naturally Jess needed a companion for larger blocks of text. Jura echoes Bungee’s “gaspipe” skeleton. Brandon continues:
I definitely wanted a font we could use in lowercase, that looked better in a sentence structure than Bungee (which works great for singular words and headings). The thin lines but similar overall structure matched Bungee perfectly.
Bungee and Jura are supported by Montserrat and Roboto, which are employed when there’s a lot of reading at small sizes to be done.
