Ideas
Explore the world's #1 largest database of ideas and innovations, with over 500,000 inspiring examples.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Consumer Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Dashboard
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
AI + Human Methodology
Learn how Trend Hunter harnesses the power of artificial intelligence.
Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
eLearning (NEW)
Prepare for the year's ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Trend Reports
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our FREE Virtual events.
Free Webinars
During COVID-19, learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 500,000 cutting edge ideas.

Beverages From Fusing Luxury Goods and Art

An Interview with Noah Wunsch, Founder of Ruby

— March 27, 2021 — Business
Ruby is a brand of organic, zero sugar fair-trade hibiscus water started by Noah Wunsch. The new drink is a refreshing option that sits between the description of functional water and plant water. It is the first Hibiscus-only Hibiscus water and delivers great health and taste components. It made its inaugural pop culture debut in HBO's Eurphoria in a scene featuring Zendaya. To showcase the wonders of the drink, Ruby commissioned Sharmilla Banerjee, an artist based in Berlin to create visuals of the 'Rubyverse.'

Prior to Ruby, Noah Wunsch has previous experience working as the Global Head of eCommerce at Sotheby's and was an executive at The Paris Review. We got a chance to chat with Noah about Ruby, the inspirations behind the brand, and his take on what changes are to be expected in the coming years.

Can you tell us a little bit about yourself and your career path thus far?
I'm a born and raised New York City kid. Professionally I've been a little all over: media (The Paris Review), start up tech (Verst acq. Dropbox), the art and luxury world (Sotheby's) and now CPG with Ruby! I'd say all of those different cultural strains have really informed the vision for Ruby and The Rubyverse.

What is Ruby? How did the idea come into fruition?
Ruby is a line of organic hibiscus water. I fell in love with hibiscus as a way to curb my sugar cravings. Though the main flavor profile is tart, there is the slightest hint of natural sweetness. I started researching the various strains and then began researching the beverage market and realized that there wasn't a water alternative on the market with 0 sugar, 0 calories, 0 additives that didn't compromise on flavor (and benefits).

How did Ruby transpire from the world of fashion and art? Can you tell us a bit about how the two worlds come together as a powerful duo of inspiration?
We put a great deal of thought, care and love into the brand side of Ruby, and when the full brand architecture came together we felt like it was a bummer that we couldn't share all of the different weird little cultural knick knacks that inspired the brand, whether the works of Ken Price, or Factory Records, or old school fashion week invites from Dries van Noten or Margiela... so we decided to let people in. To open the curtain and share all of the weird things that are inspiring the brand. This is how the Rubyverse came to life, especially with our weekly DISPATCHES that are non-brand marketing, but show what's being shared around Ruby HQ.

Due to COVID-19, were there any challenges in launching a brand new product? Were there any pivots?
A ton of challenges! First of all our copacker is in Chicago, so we had to drive (multiple times) from NYC to Chicago during the pandemic. We pivoted our launch from end of August to March 2021. Then there was the time I actually got COVID one month before launch... Yeah it hasn't been easy, but it's been an adventure to say the least.

Can you tell us about Rubyverse? What were some of the ideas behind the visuals created by Sharmilla Banerjee for it?
The literal form of The Rubyverse came to life when we found the illustrator Sharmila Banerjee, who does all of our illustrations. Her work was the perfect amount of zany and heartfelt. We just started riffing on what type of universe could produce this "perfect" beverage. It has to be a place full of goodness. And then a strange sci-fi narrative actually began to manifest, with the Rubyverse fighting the evils of sugar. Clearly we've been cooped up too long...

With your expertise, what direction is the luxury goods industry headed towards in the next 5-10 years?
I think we're going to go back to artisanship and makers. Bode is an amazing example of this, as is JW Anderson and how he's staying true to the heritage nature of Loewe. Digital is fascinating, and I'm confident avatar-life will become more dominant, and invested in, but NFTs are all hype as they exist now, mainly because we can't foresee how they will exist in ten years with new tech --> they will become a leader of culture once tech catches up.

What do you anticipate for Ruby in the next few years?
FUN

Image Credit: Ruby
8.6
Score
Popularity
Activity
Freshness