For the first time ever, women in America are able to purchase a birth control pill over the counter without a prescription, marking a landmark moment in US history. As the first product of its kind in a newly competitive landscape, Perrigo enlisted our help to create and bring the visual identity for Opill to life. We knew our design had to translate the ground-breaking nature of the product as a powerful and monumental moment in history for women and people’s health.

Against a backdrop where one-third of American women report barriers in accessing contraception, Opill is reshaping the parameters of women and people’s health. Opill required a powerful identity and visual brand language that rewrote the rules of what design in reproductive health means in order to translate the transformational nature of the product on and off-pack.

We wanted to capture Opill’s role in reshaping the roadblocks to reproductive health via a meaningful brand language that breaks free from the norms of traditional healthcare design. Opill’s visual identity revolves around its O-shaped brandmark, becoming a beacon for protection: a motif that speaks to Opill’s simplicity, convenience, and ease of use. Reinventing traditional industry standards, the colour palette features a background of modern teal alongside pops of coral, lilac, orange, blush and yellow that appear in free-form shapes. Paired with a dark blue typeface that references classic Rx language, it was crucial to underpin Opill’s efficacy as a daily contraceptive. Together, the effect is a visual metaphor for the arcs of the world around us and Opill’s steady presence within that. Opill’s font was selected due to its open and round typeface; building the sense of a brand that is warm and approachable. We wanted Opill’s identity to convey the product’s sense of freedom, offering millions of Americans access to effective contraception on their terms and without having to navigate additional barriers. Opill’s visual and verbal language echoes its capacity to hand people control and convenience over their birth control choices and rewrites the standards of accessible product branding in reproductive self-care.