RUBY Has Something To Say 21.11.25

What inspired RUBY Says?

The idea of RUBY Says was born a few years ago with RUBY Says Recycle (our samples, seconds + second hand brand) and even our Instagram handle @rubytakessnaps. We’ve always loved putting a twist on everyday language and we’re proud of the voice we’ve built within our community (and yes, we have a lot to say). So when the RUBY Says summer campaign was imagined this year, it felt like the perfect way to have fun with our voice while bringing playful artwork into the heart of our summer season.

How did you link the idea of RUBY Says to RUBY Resort 2025?

Because the RUBY Says campaign launched alongside our Resort collection, we worked on some playful ways to incorporate the artwork into some of the pieces. RUBY Says Eat Your Greens and RUBY Says SPF are featured as new season graphic tee’s and RUBY Says Front Left is featured on a really fun iridescent parka + short set. We also see the designs coming through in some of our new RUBY accessories, like tote bags and caps.

There is also a nod to RUBY Says in our Resort branding this year - when thinking about the branding for our summer collection, lots of seasonal motifs were considered, and ultimately we landed on classic fruit stickers. Fresh fruit was then incorporated in our Resort campaign shoot, Napoleon x RUBY collab shoot, Resort Goody Bag shoot as well as having fresh fruit displayed in stores for our annual Resort events. Our favorite fruit sticker was the banana, so this became our Resort logo, the other stickers are featured on our stores windows creating a really fun, colorful display.

Can you walk us through the process of bringing these designs to life ~ how did it evolve into what we see today?

Alongside this campaign we were also working on a larger branding project, including our new RUBY flower (seen on our wrapping paper, RUBY caps and 2025 Nalgene bottle), as well as some fun seasonal RUBY logos that you’ll see on our Front Left Parka + Short and on the front of our Graphic T-Shirts. It was helpful working on these projects simultaneously as lots of the branding work could then flow into the RUBY Says designs and come together in a really cohesive way.

For memory the first concept I worked on was RUBY Says SPF, Deanna and I looked at quite a few vintage references including old sunscreen bottles, tattoo illustrations and ice cream boxes. We knew we wanted to include a bottle of water babies sunscreen featuring our new RUBY flower and from there it was playing with different typefaces, colour palettes and scale. Ultimately we just wanted each design to be really fun and playful. I love the cheeky sun.

Seeing strike offs and test prints come in was always exciting, when drawing or creating a design on your laptop you’re never quite sure how something will translate when printed on a garment and it was obviously a necessary step to make small design tweaks before sending the artwork off for bulk printing.