# NewBoy

By Munawar Khel / Big Drop Inc / 2013–15 / 1 min read

Published at https://munawarkhel.com/work/big-drop-inc/newboy/

Pitch, not delivered.

A brand site for the food arm of NewBoy, a Middle East consumer-products group.

- Company: Big Drop Inc
- Timeline: October 2013 – October 2015
- Platform: Responsive website
- Category: FMCG, children's food and nutrition, corporate brand
- Status: Pitch, not delivered

## The proposition

A brand site for the food arm of NewBoy, a Middle East consumer-products group. The pitch sells the range on a health message aimed at parents rather than at children directly, leading with "Eat Health! Be Healthy!" and routing straight to the product range. The audience is effectively double: the parent makes the purchase decision, but the imagery has to appeal to the child.

## Design direction

Bold, playful, and unafraid of colour. A saturated purple textured ground carries the whole hero, with the section labelled by a hanging carved wooden sign that gives the page a storybook quality. The centrepiece is a child's face masked inside a jigsaw-piece cutout, surrounded by exuberant multi-colour paint splatters that break out of the frame. Typography is heavy and rounded. A single orange call to action provides the only route out of the hero, so the page has one clear job.

Note the design carries typographic errors in its placeholder copy, which is normal for pitch-stage material.

## What was designed

- **Section masthead** presented as a hanging wooden sign, establishing the food division within a wider brand
- **Hero carousel** with prev and next controls, built around the jigsaw-masked child portrait and paint-splatter treatment
- **Health-led headline** with a supporting line and a single product-range call to action
- Continuation of the page below the hero fold

## What it demonstrates

Consumer FMCG brand design for a family audience, and confidence with expressive, high-colour art direction built from composited photography and illustration rather than from a template. A compact pitch focused on establishing tone, so its value is in the visual register rather than depth of flow.