Photography by RUBY
Behind the scenes photography by Kalsey Jay
Back in March of 2020 (wow, that feels like only yesterday), we received an exciting email in our inbox from the one and only RUBY enquiring about the possibility of collaborating on their infamous annual diary. What a fantastic opportunity! We quickly responded to get the wheels in motion, as to turn a project like this around would usually take close to 12 months, and the initial plan was to launch six months later - that September!
Just weeks later, New Zealand was placed into a nation-wide lockdown, stoping all plans for us, and the rest of the country. The wheels were back in motion come May but we now only had four months to turn this whole project around.
In the same way, as Made of Tomorrow, RUBY is incredibly focused on sustainability. RUBY saw what we were producing with recycled materials (our diaries made from recycled coffee cups) and wanted to work together to create something of their own to encourage and educate their customers on the importance of using recycled materials.
We worked closely with RUBY's ever-talented creative director Deanna Didivich. She made making fast decisions and getting the collaboration live for our tight deadline super easy!
After many weeks of planning, designing internal layouts for optimal planning and carefully choosing the perfect signature 'RUBY pink' for the gold foil combo cover - the Made of Tomorrow x RUBY diary was born.
RUBY sets an example for all companies large and small that they should be making the same efforts and striving to make positive change. Making conscious decisions to improve sustainability practices and processes when the opportunity arises (like our diary collaboration) is a prime example for all to be following.
For us at Made of Tomorrow, it was an honour to be top of mind for RUBY when it came to them finding a brand to help produce a sustainable dairy product that ticks all the boxes and is made entirely in New Zealand.
Eager to snap up one of our collaboration diaries before the sell out? Head on over to RUBY and grab one while you still can!