The Zita West range of supplements for pregnant women, which launches this week in London’s Harrods, has been rebranded and repackaged by Interstate.
The consultancy has also redesigned the website, which will sell the products, designed printed material including a catalogue and press pack and sourced the product containers.
The range of nutritional and therapeutic products, aimed at meeting the needs of a woman’s body from pregnancy to birth and post-natal, has been available via mail order since mid-1999. The products were created by natural pregnancy expert Zita West, a former midwife, who has a consultancy in London’s Harley Street.
‘We had to communicate that the products were based on a holistic approach. There needed to be a fine balance between that and creating a cosmetic feel. The look also had to translate across all channels, from on-shelf to on-line, and different countries,’ says Interstate creative director Nigel Gray.
While Harrods is the only outlet that will be stocking the products in the UK, from next year the range will also be available for sale in the US. There are no plans to launch in Europe.
The consultancy, which commanded a five-figure fee for the work, was appointed in March 2000 after a creative pitch against five competitors.