In 1993, The Economist named the birth control pill one of the Seven Wonders of the Modern World. “When the history of the 20th century is written, it may be seen as the first [time] when men and women were truly partners,” the entry read. “Wonderful things can come in small packets.” This sense of freedom is inherent within Hana, developed by women’s healthcare pioneer HRA Pharma, and approved in July 2021 for pharmacy sale without prescription in the UK.

Hana was born with a big ambition: to be the first regular contraception available to buy in a pharmacy in the UK, without prescription. And in doing so, to positively empower women through broadening their access to effective, regular contraception. No matter their age, background or lifestyle, it’s about taking control of your own body and doing things your own way with a brand that feels approachable, stylish and credible.

Our primary objectives for the packaging design were to stand out in store and wider communications for the brand. While behind the counter, we wanted the Hana brand to stand out with a packaging design that could act as a beacon for the category. The pack also needed to be easily identifiable, both by consumer and pharmacist. This is why Hana has a clear and easy to read pack front, with particular importance placed on legibility and hierarchy of information on the back of the pack to help with appropriate supply.

The packaging design was the leading touchpoint in designing a wider visual identity that would help build Hana as a brand in a newly competitive environment. To do this we had to design a brand that would be able to tell a meaningful story in a distinctive way to aid recognition from initial research and fact finding on digital channels through to in store purchase.

With a strong presence at shelf as a starting point, this has also helped promote brand recognition across wider Hana communication. The strong use of colorful purple against a backdrop of many white brands on a sterile white shelf, contrasted with our clear ‘hot spot’ shape to draw the eye and help to deliver on our promise. The memorable name and unique brand mark drive that final point of eye-catching difference at shelf that will help to ensure that consumers always ask the Pharmacist for Hana. This positions Hana apart from the clinical, restrained semiotics of similar contraceptive brands or a prescription product. Instead, it sits comfortably in the OTC space, like your best friend, or a big sister, rather than an authority figure in a white coat.

For too long, OTC products have used highly complex content in difficult to read and understand formats. We wanted to change that with a consumer first approach to designing the pack and leaflets that still adhere to all best practice guidelines but deliver information in a more accessible way. This meant using small behavioural design nudges to help to improve compliance and ensure active and informed consumer choice.

Research showed that in comparison to other brands in the market, the Hana packaging design had almost 4x more appeal than Dulcolax and 60% more appeal than established brands such as Canesten. Additionally, another research study that featured feedback from 320 women in the UK between 18-49 showed that the Hana packaging design tested significantly higher on uniqueness and eye catchiness than established women’s fem care brands behind the counter such as Canesten or Dulcolax. The launch of products like Hana heralds a landmark win for accessibility in women’s health.