Otherway designs packaging for online pharmacy Cabinet that focuses on function, structure and trust

London-based design agency Otherway created the identity for Cabinet, an online pharmacy with a mission to disrupt the $24 billion over-the-counter medicine market in the US. Cabinet are a new kind of pharmacy – they are completely transparent about everything they do and how their products are made. Otherway’s design approach was inspired by the nature of editorial design – functional, informative, structured and trustworthy. Cabinet’s packaging avoids the cliché gradients and foils often found in the pharmaceutical industry and instead opts for graphic stripes and bold use of colour alongside a bespoke modular bottle design. The label system remains consistent throughout to unify all product variants, drug categories and sizes, bringing clarity to a historically confusing sector. Otherway