A major advancement in reproductive health has occurred with the ability for women to buy birth control pills over-the-counter without a prescription for the first time in US history. Perrigo, the firm behind Opill®, enlisted Elmwood to develop a visual identity for this innovative medication. The design was intended to convey the significance of Opill® as a groundbreaking development in women’s health.
The launch coincides with a third of American women reporting difficulty accessing contraception. This new product aims to make birth control more accessible and convenient, transforming the landscape of reproductive health. The challenge was to create a visual brand that defied conventional healthcare design conventions while communicating the transformative power of the product.
The central component of the branding is the O-shaped brandmark. This emblem emphasizes the product’s simplicity, convenience, and ease of use while serving as a symbol of protection. The color scheme features a contemporary teal background with vivid accents of coral, lilac, orange, pink, and yellow arranged in free-form shapes, giving the packaging a lively, welcoming vibe.
The logo uses a dark blue typeface that alludes to traditional prescription terminology, underscoring the medicine’s effectiveness as a daily contraceptive. The typeface’s open, round form accentuates the brand’s warmth and approachability. This choice highlights the product’s independence and accessibility, allowing individuals to obtain contraception without additional restrictions and on their terms.
The visual brand intentionally deviates from the aesthetics of conventional reproductive health product designs. A warm typeface, vibrant colors, and dynamic forms create an approachable and authoritative brand. The design conveys the product’s efficacy and emphasizes how it empowers individuals to control their reproductive health.
Additionally, the box design incorporates a visual metaphor for the arcs of the environment, symbolizing the product’s consistent and dependable presence in users’ lives. The use of circular elements and the overall coherence of the design further strengthen this metaphor, making the product feel like a natural part of everyday life.
The visual and vocal identities communicate convenience and control. The product’s branding highlights how it helps break down obstacles for many women by making effective contraception easily accessible. The medication addresses a significant market need through this approach and sets a new benchmark for easily comprehensible product branding in reproductive self-care.
