The People’s Pharmacy

Cabinet is a new online pharmacy looking to save Americans hundreds of dollars and headaches on their over-the-counter medicine, delivering FDA-approved medicines at fair prices, straight to consumer’s door. We’re extremely proud to take Cabinet to the world. The big, established pharmaceutical market deserves to be shaken up in a major way and we think Cabinet are the people to do it.

As well as naming and strategy, Otherway created a full suite of touchpoints from branding, packaging design, website and social content and worked closely with illustrator Jay Cover in creating an illustrative world for the brand. The design concept is inspired by the nature of editorial design – functional, informative, structured and trustworthy. A brand that is on a mission to make a change, they’re not afraid to speak out for their values either; namely, making getting better, better for all.

Otherway’s Partner, Jono Holt says of the partnership: “We’re super excited and extremely proud to have created Cabinet and take to the world. The big, established pharmaceutical market deserves to be shaken up in a major way and we think Cabinet are the people to do it.”

The goal, co-founder Achal Patel explains it is to be the first online-only DTC pharmacy brand in a sector historically controlled by giant conglomerates. “Our current relationship with pharmaceutical companies isn’t healthy for anyone. It’s time for a new approach. For too long people have been purchasing medicine based on brands, rather than symptoms and what’s right for them. That’s why we have created a different kind of online pharmacy. One that’s simpler, smarter, fairer, transparent, and importantly – human.”