Opill: Reshaping the Parameters of Women and People’s Health by Elmwood London

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 transformat