Sarasota, FL, October 6, 2011 — For startup company Ziivaa, ROBRADY design delivers a talent for turning good ideas into great products. The design firm’s work with Ziivaa founder Dr. Stephen Lee has resulted in a distinctive product, package and online presence for the Ziivaa belt, an innovative menstrual relief device that helps women around the world live life to the fullest.

Dr. Stephen Lee, whose unique belt uses Adjustable Compression Technology™ to free women from menstrual pain, has partnered with ROBRADY to develop his innovative idea. Recognizing the potential global impact of this device, ROBRADY President Rob Brady has leveraged his firm’s “research to reality” approach to develop the product as well as its packaging for the shelf and for the web.

For the product, ROBRADY has not only created a brand that plays well to the target market but also designed a wellness device that is approachable. In developing the Ziivaa belt, the design team has considered materials, ergonomics and design for manufacturing, while maintaining a sharp focus on creating an aesthetic product that appeals to women.

The product packaging communicates a shelf message that echoes the belt’s clean, approachable design. The simple, clear copy not only meets regulatory standards but also engages consumers and introduces them to the new brand.

ROBRADY’s work with Ziivaa also extends to its online presence. Ziivaa.com translates the product and packaging elements into a virtual destination that goes beyond ecommerce and creates a forum for a global conversation. Many focus group sessions helped crystalize the purpose of the site, which was built in partnership with Digital Frontiers Media. The site’s interface guides users seamlessly between product information and social media components.

“Our mission was to take an amazing product and humanize it for the global marketplace,” says Rob Brady. “With Ziivaa, I feel we’ve created a brand that is both feminine and strong.”