Creating The Sustainable Healthcare Company
“If you’re looking for a visionary partner, who will become an extension of your vision and company heartbeat, Otherway are the ones you want.”
Back in 2019 we invested in, helped launch and designed the US Cabinet brand - delivering direct to consumer, FDA-approved medicine at a fair price.
Now, together with the founders Russ and Achal we have evolved the brand to become the world’s first fully sustainable healthcare company. Placing transparency at the heart of the business model, Cabinet is pioneering refillable medicine bottles and 100% compostable refill pouches. Their ambition is to rid the world of 194 billion plastic, single use pharmaceutical bottles that are thrown away every year.
The sustainable healthcare co. is a simple yet significant brand truth that sits at the heart of Cabinet’s communications strategy. To gather mass awareness we needed a clear proposition that celebrated what makes the brand different and better.
We make getting better, better is a personal, caring and friendly purpose. The brand world also reflects this. The photography is warm and welcoming and the tone of voice across all channels one of a friendly expert to intentionally stand out against the typically cold pharmaceutical competitors.
The evolution of design for Cabinet was to double down on the sustainable credentials. Natural colours stand out in a market full of artificial materials and finishes. The clear glass jars offer up transparency and the information architecture on all packaging is inspired by classic prescription layouts. Partnering with the product design and engineering of the packs by Michael Bambino and Branch Creative.
Considering the amount of medicine consumed on a daily basis across the world its amazing that this is still a category that has seen little innovation. We saw an opportunity to create a more emotive brand that feels like it proudly belongs in your kitchen, bathroom and bedroom.