CITTA visual proof
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Packaging die line
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Marketplace listing
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Gift box system
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Campaign creative
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AI product edit
What this case proves
What was true at the start.
A wellness brand growing across three marketplaces (Nykaa, Amazon, Flipkart), a dozen packaging SKUs, and a steady cadence of campaign creatives. Production was constant, the deadlines were non-negotiable, and a single missed cycle meant a missed listing slot. The work could not be slowed; it had to be made faster without losing the design.
My point of view going in.
Scale is only possible when the system does the repetitive work. Build the workflow once, and the next 30 deliverables cost a fraction of the first.
CITTA (Sanskrit for “consciousness”) is a Lexicon Lifestyle wellness brand: skincare, babycare, aromatherapy, home fragrance. Brief: support the identity system, design packaging production assets, and run high-volume marketplace creative across Nykaa, Amazon, and Flipkart.
16 months. 200+ creatives. Unified system across product lines. Every campaign cycle on time.
Wellness packaging is saturated with white-and-gold minimalism: everyone trying to look like Aesop or Muji. The challenge: premium without derivative; Indian without cultural cliché.
Audience: urban, educated, conscious. Buying intention, not just product. Packaging had to communicate care in the making, not luxury in the material.
Positioning: artisanal restraint. Clean without cold. Natural without rustic. Every material decision (paper stock, print finish, die-cut) had to make the product feel more honest, not more expensive.
Typography carried the brand. Proprietary lettering for the wordmark, generous serif for product names, fine sans for ingredients and certifications.
Multiple product lines across categories. Manual asset production wasn’t an option. A repeatable system was non-negotiable.
Figma template with parametric colour tokens: swap category, swap the colorway. Illustrator and InDesign carry dieline and print prep. Social runs the AI pipeline: Claude research → ChatGPT + Gemini visuals → Stitch + Figma layout → Photoshop retouch.
Gift box packaging for campaign SKUs was designed alongside core product packaging (KLD). 33 packaging designs total; 5 taken from concept through to final print-ready files.
An AI workflow for product image editing was set up to handle routine retouching and background work, reducing the need for expensive reshoots and cutting per-asset production time.
Volume without degradation needs a system. The system is the product.
"Sixteen months. Every deadline met. Every campaign cycle delivered."
| METRIC | RESULT | NOTE |
|---|---|---|
| Packaging designs | 33+ | 5 designed from scratch through to print-ready files |
| Marketplace listing images | 3 platforms | All artwork for Amazon, Flipkart, and Nykaa including video |
| Social creatives | 200+ | Produced across product launches and campaigns |
| Digital ads | 100+ | Conversion-led marketplace and campaign specs |
I'd lock the system at the start, not six months in. We built a great brand but took too long to formalise the rules. When the team needed assets without me, they had to call. Adobe templates and a tighter Figma library would have caught 80% of those calls before they happened.