Contraceptive innovation has stood still for over 60 years. Choice is changing that. With a hormone-free, painless, and reliable technology that puts control back where it belongs: with women.

Developed in collaboration with TU Eindhoven and Máxima Medical Center, Choice is a breakthrough for reproductive autonomy worldwide.

We helped shape Choice’s brand strategy and visual identity; from positioning and tagline to tone-of-voice and design. A bold brand for a future where freedom of choice isn’t a luxury, but a given.