Birth control.
In your control.

Birth control pills have been prescribed for more than 60 years to more than 300 million people. Cadence OTC is a mission driven company — founded on the belief that everyone deserves access to the reproductive healthcare options they want. The brand is determined to move the Pill over-the-counter and bring Morning After Pill to healthcare deserts across the U.S.

Designed to disrupt the gender clichés in the category, the final brand identity is immediately recognizable. Visual metaphors, like the pause button, represent control and autonomy and play a powerful role in the system. Partnered with equally compelling copy, the symbols represent the brand’s mission to put birth control where it belongs: in your control.