Emphasizing Convenience and Ease of Access
Elmwood partnered with pharmaceutical company Perrigo to create a visual identity for Opill®, a daily oral contraceptive available across America. The pill was approved for over-the-counter use last year. “Opill is a groundbreaking product that will reshape the parameters of women and people’s health,” says Rob Dyer, Associate Director at Elmwood London. “Our strategy was to capture this transition via a meaningful brand language that breaks free from the norms of traditional healthcare design, with branding that is relatable, supportive and fun. Opill’s high visibility and friendly, positive tone challenges long-held codes of the category, driving appeal with a next generation audience.”
Marking its status as America’s first non-prescription birth control pill, Opill’s visual identity — which extends across tv, out of home, digital and pack touchpoints — revolves around its O-shaped mark. The halo outline of the O is designed, says the firm, to be clear, strong and accessible. Between arguably growing roadblocks to reproductive support, it becomes a beacon for protection: a motif that is intended to message simplicity, convenience and ease of use.
The color palette for Opill also reinvents industry standards, featuring a background of modern teal alongside pops of coral, lilac, orange, blush and yellow that appear in free-form shapes. These surround a dark blue typeface that references classic Rx language — underpinning Opill’s efficacy as a daily contraceptive. Together, the effect is a visual metaphor for the arcs of the world around us (the free-form shapes), and Opill’s steady presence within that (the pharmaceutical color of the lettering).
Meanwhile, Opill’s block letter font was intentionally selected due to it’s open and round typeface; building the sense of a brand that is warm and approachable. An additional freehand marker script is also used for a dash of personality and a human touch in Opill’s off-pack comms. Within its new suite of photography and illustration assets, Opill}s design language emphasizes themes of inclusivity — striking a balance between efficacy and openness.
“As a design system, Opill is celebrated in quite an expressive and playful way,” adds Rob Dyer. “Yet at the same time we have this core feeling of reassurance and safety. What we want to convey is this is a brand where you can be yourself. You can access effective contraception on your terms, without having to navigate additional barriers.”
