NDY

NDY (previously Hempact and currently Ruth)is a women-led, for-profit social enterprise focused on creating sustainable menstrual pads out of hemp. Traditional sanitary pads consist of 90% plastic and 10% cotton, and the cotton used in these pads is incredibly water inefficient – requiring 20, 000 litres of water to grow a single kilogram of cotton. They’re choosing to use hemp because it requires 73% less water to grow one kilogram.

This process included exploring the potential look and feel of visual elements and assisting in creating a design direction for the brand through mood boards and mockups.

Inspired by the founders' story on why they started the company, the main green/olive colour represents sustainability and the main product - hemp. Green also dominates in the "clean beauty" industry meaning that the line is non-toxic, environmentally conscious, and uses plant-based ingredients.

The remaining colours are mustard, beige, light green and they work well as backgrounds that bring a sense of warmth, calmness and luxury to the brand.