Elmwood London helped HRA Pharma create Hana, one of the first OTC available contraceptive brands. The brand represents a point of consistency in women’s lives, something they can have control over. More than a functional need, Hana’s design was carefully considered and developed as an opportunity to create a brand that empowers women and challenges the taboos associated with them. Hana’s brand was designed to be dynamic, with a digitally smart identity that reflects that while every day can be different, Hana is a point of consistency in your life.
In addition, using the product itself (28 pills) to create a circular holding shape surrounding the brand’s name inspires a feeling of safety and control – an essential message for a contraceptive pill. With Hana, HRA Pharma and Elmwood London break the category codes. No more graduated curves, pink tones or flower patterns but a bolder colour palette and forms to inspire confidence and control. This tension between efficacy and empowerment creates a vibrant, daring brand that women can rely on and, at the same time, be strengthened by.