Hana was born with the big ambition to be one of the UK’s first over-the-counter contraceptive pills available for sale in a pharmacy, without prescription, and in doing so positively empower women through broadening their access to effective, regular contraception. When we were tasked with creating the packaging design for Hana, we wanted to bring the brand and its messaging to life through a modern, relatable, and relevant design, ensuring we were positioning the innovative product to create a desirable consumer brand that could still inform and assure efficacy.
The Tension
In the six decades since the launch of the first contraceptive pill, femcare packaging has remained blandly discrete, usually pink and accompanied by cold, clinical, difficult-to-read instructions. Traditional femcare branding often clashes with most women’s healthcare experiences today. We wanted the packaging design to position Hana apart from the clinical, restrained semiotics of similar contraceptive brands and empower women.