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Pitch deck design · for a founder’s new brand

A crowded shelf, a new water brand and 16 hours
to design a deck to make investors believe in it.

A crowded shelf, a new water brand and 16 hours
to design a deck to make investors believe in it.

A crowded shelf, a new water brand and 16 hours
to design a deck to make investors believe in it.

PROJECT

New Religion · functional water, pitched to The Foundery

CLIENT

Freelance, via Aeon Media

MY ROLE

Pitch deck design: story, visuals, 18 slides

TIMELINE

2026 · 16 hours

The brief

A new brand, a pitch and 16 hours to design.

A new brand, a pitch and 16 hours to design.

A new brand, a pitch and 16 hours to design.

Through Aeon Media, I was brought in by a founder who was about to present her new brand, New Religion, to The Foundery. She had a logo and a lot of information, but no clear voice yet.

My job was to make it sound like one coherent brand and design the pitch deck around it, all due in 16 hours. She wanted it simple: black and white, with a metallic feel.

01

Understand

Read everything she had and found the one idea: water, made stronger.

02

Shape the story

Feeling, gap, product, places, numbers. One message per slide.

03

Make the visuals

Chrome cans, salts as raw minerals, liquid type, black-and-white photography.

04

Design the deck

18 slides at 1920 × 1080, on time delivered for the pitch.

The tension

Water is the most crowded shelf there is.

Water is the most crowded shelf there is.

Water is the most crowded shelf there is.

Mineral, alkaline, electrolyte, vitamin, flavoured. Investors have seen every kind of water, and most of them didn’t last. The founder had a logo, a vision and a lot of information for a creative brand.

The product wasn’t my problem. The pitch was: how do you make investors believe in yet another water, in 18 slides, before they stop listening? The brand had to be there in full, but every slide had to earn its place.

The approach

The approach

Make it feel real before it exists.

Make it feel real before it exists.

Make it feel real before it exists.

I built the deck like a product launch, not a report.
Chrome cans and black-and-white photography make a brand-new water look premium and already on the shelf. The salts became raw minerals so the science feels physical. The numbers sit on brushed steel so they feel solid.
One message per slide, in the order an investor asks: why now, what is it, who buys it, does it make money.

The founder wanted black and white with a metal edge, so restraint became the look.

Lean Hydration · the hero can

The deck

The visuals I’m proudest of.

The visuals I’m proudest of.

The visuals I’m proudest of.

Made inside the 16 hours to give a brand-new product a world: chrome cans, minerals, hands, metal and smoke.

Cellular · the can in real hands

What’s inside · the salts as raw minerals

Lean Hydration · the hero can

Opportunity & revenue · on brushed steel

Opportunity & revenue · on brushed steel

Fasting · unflavoured, on its own

The range · three cans, chained together

Full deck shared on request

The business

Closer to the table than the chiller.

Closer to the table than the chiller.

Closer to the table than the chiller.

Belief is built where people already look after themselves: gyms, cafes, hotels, events and fasting communities. Repeat comes from convenience: quick commerce, offices, premium retail and subscriptions. Single cans for discovery, multipacks for repeat, subscriptions for the relationship. And a reason to feel good about every can: 1% of revenue goes to water security, so better water for people also means better water for the world.

Belief is built where people already look after themselves: gyms, cafes, hotels, events and fasting communities. Repeat comes from convenience: quick commerce, offices, premium retail and subscriptions. Single cans for discovery, multipacks for repeat, subscriptions for the relationship. And a reason to feel good about every can: 1% of revenue goes to water security, so better water for people also means better water for the world.

Belief is built where people already look after themselves: gyms, cafes, hotels, events and fasting communities. Repeat comes from convenience: quick commerce, offices, premium retail and subscriptions. Single cans for discovery, multipacks for repeat, subscriptions for the relationship. And a reason to feel good about every can: 1% of revenue goes to water security, so better water for people also means better water for the world.

What I learned

Sixteen hours doesn’t leave room for second drafts, so I decided the story first and let every visual serve it. It wasn’t my brand so I couldn’t change the strategy, only make it land. Pitching someone else’s idea as if it were my own taught me to listen harder, edit faster and design for the person in the room, not for myself.

Sixteen hours doesn’t leave room for second drafts, so I decided the story first and let every visual serve it. It wasn’t my brand so I couldn’t change the strategy, only make it land. Pitching someone else’s idea as if it were my own taught me to listen harder, edit faster and design for the person in the room, not for myself.

Sixteen hours doesn’t leave room for second drafts, so I decided the story first and let every visual serve it. It wasn’t my brand so I couldn’t change the strategy, only make it land. Pitching someone else’s idea as if it were my own taught me to listen harder, edit faster and design for the person in the room, not for myself.

Next time: lock the slide order with the founder in the first hour.

Next time: lock the slide order with the founder in the first hour.

Next world

MATRIARCH →

MATRIARCH →

MATRIARCH →

© 2026 Kashvi Singhal

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