Featured image for Cue Case Is Disrupting The Pill Bottle Industry One Flat Bottle At A Time

Cue Case Is Disrupting The Pill Bottle Industry One Flat Bottle At A Time

by Dieline Author on 01/15/2021 | 3 Minute Read

Editorial photograph
Editorial photograph

Cue Case

Over sixty-percent of American Adults take prescription medications, and nearly all of them receive their medication in that iconic orange bottle. In a post Medicare-D landscape, the small orange bottles have become a regular sight in most households. However these ubiquitous containers do not serve their users well, and the unimaginative design of their labels and the bottle itself creates a host of problems for patients and caregivers. For years consumers have been interested in new designs for their pill bottles, but, for decades little has changed.

Our research into the behaviours of people with prescription drugs allowed us to isolate several pain points that we found to be worth exploring. The small print, scattered information and lack of cohesive hierarchy on the existing labels makes pill bottles difficult to read. Crucial copy about what drug is in the bottle and whose prescription it is can often be buried in a cacophony of illegible type. When the information is displayed on a cylindrical surface, the user is required to turn the bottle as they read their instructions or warning information.

Editorial photograph

Built into CueCase’s lid is a schedule tracking system that helps users to remember if they have taken their medication.A raised red pill and a recessed blue pill are positioned on either side of the twist-to-open lid; when twisted 180°, the pills will be misaligned. The user is free to configure this aligned-misaligned binary to their needs, and it serves as a cue to keep them from missing or doubling up on doses.

Editorial photograph

The standard pill bottle’s shape gives it a strange footprint and low space efficiency, making it inconvenient for travel. From a user-experience standpoint, patients and caregivers struggle to remember if the doses have been delivered that day. This is especially difficult for medication that is taken multiple times per day. All these factors have lead some consumers to purchase their own pill containers, but the majority elect to suffer in silence.

Editorial photograph

CueCase improves the experience of managing your prescriptions without drastically disrupting the traditional pill bottle iconography.

CueCase offers solutions to these pain points. The flat design of the bottle is more portable and can be organized in a cabinet like books on a bookshelf. These flat faces also improve the legibility of the label as relevant information can be viewed all at once without turning the bottle. CueCase’s label has also be redesigned with a streamlined hierarchy that prioritizes the information that patients and caregivers are actually looking for. This cleaner design makes the label easier on the eyes and is divided into sections based on Drug info, Refill, and Warnings.

  • Designed By: Mary Campbell, Gretchen Mihaly, Quinn Maynard, Aidan Rosario
  • Fashion Design: Mary Campbell
  • Communication Design: Gretchen Mihaly
  • Communication Design: Quinn Maynard
  • Industrial Design: Aidan Rosario
  • Credits: University of Cincinnati - College of DAAP


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