Krushna Palwe

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KRUSHNA PALWE

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CITTA Print & Campaigns

The brand beyond the pack: a 24-page product detailer, retailer catalogue, retail displays, a 2024 calendar, marketplace A+ content and campaign creative.

1 brand voice

200+creatives

Presentation mockup

A3 Baby & Kids poster on a store wall

Overview · composite of the 12 original pages

All twelve CITTA 2024 calendar pages laid out

Presentation mockup

Retail standee in a baby-care store
Role
Senior Graphic Designer: layout, typography, art direction of product imagery, print-ready files
Company
CITTA, Lexicon Lifestyle · Pune
Timeline
Dec 2023 — Apr 2025
Formats
Booklet, catalogue, leaflets, posters, standee, shelf system, calendar, A+ content, social, web, video, deck

At a glance

Beyond the packaging, I designed CITTA’s print, retail and digital communication as Senior Graphic Designer from December 2023 to April 2025: a 24-page product detailer for healthcare professionals, a retailer catalogue, leaflets and posters, a retail standee and shelf system, the 2024 calendar, Amazon A+ content for 11 listings, campaign and social creatives, website banners, YouTube thumbnails and a brand pitch deck.

Role
Senior Graphic Designer · CITTA, Lexicon Lifestyle, Pune
Audiences
Professionals, retailers, and shoppers in store and online
Formats
Detailer, catalogue, leaflets, posters, retail displays, calendar, A+ content, social, web, video thumbnails, deck

Related service:Visual Design Systems

01 Context

The same brand, off the pack.

The packaging set the look. Everything around it had to sell the range to three audiences: healthcare professionals and pharmacists, retailers, and parents buying online. Each needed a different format and a different level of detail, in the same visual language.

Professionals
A 24-page product detailer and a diaper-rash leaflet, built around ingredients and formulation.
Retail
Retailer catalogue, posters, standee, shelf header and strips, counter display and danglers.
Parents, online
A+ content, campaign ads, website banners, YouTube thumbnails, and a year-long calendar.

02 Product detailer

Twenty-four pages, one product at a time.

A booklet for doctor and pharmacy visits. After four pages of brand and formulation story, every product gets a spread: a hero page, then a details page with ingredients, benefits and usage in a repeating grid.

Presentation mockup

Product detailer booklet, closed and open

Page 06 · product hero

Product detailer page 6: Baby balm product

Page 07 · product details

Product detailer page 7: Baby balm details

Every page · 24

03 Retailer catalogue

Price, pack and set, for the trade.

An eight-page catalogue for retail partners: the range, care combinations, gift boxes and travel pouches, each with pack sizes and a price table.

Presentation mockup

Retailer catalogue, cover and gift-box spread

All pages · 8

04 Leaflets & posters

Leaflets and posters for the counter.

05 Retail

In the store: standee, shelf and danglers.

Standee & danglers

Roll-up standee and shelf danglers

  • Tall roll-up format
  • Circular danglers, two designs

Print artwork

Full standee artwork: thoughtful and effective skincare for babies and kids

Presentation mockup

Standee in a baby-care store aisle

Print artwork · danglers

Two circular Baby & Kids danglers: product range and claims

06 Calendar 2024

Twelve months, twelve seasons.

A round 2024 calendar. Each month gets its own colour and a small seasonal illustration: New Year in January, Holi colours in March, monsoon clouds in July, Diwali lamps in November. The wordmark and date grid stay fixed.

Printed piece

The printed January page photographed with CITTA baby balm

Overview · composite of the 12 original pages

All twelve 2024 pages laid out in a grid

January

CITTA 2024 calendar, January page

March

CITTA 2024 calendar, March page

October

CITTA 2024 calendar, October page

All twelve months · 12

07 Marketplace

A+ content for every listing.

Amazon A+ modules for each Baby & Kids product and gift set: a hero panel with the product and a claim, then a benefits panel. The same soft palette and animal characters carry over from the packs.

Presentation mockup

Gentle Baby Bathing Bar A+ panel shown in a browser on a desktop monitor

A+ panels · 22

Listing image

Complete baby care set, listing image
Complete baby care set.

Listing image

Baby bath combo, listing image
Baby bath combo.

Listing image

Travel minis combo, listing image
Travel minis.

Listing image

Gentle Baby Bathing Bar, listing hero image
Gentle Baby Bathing Bar.

08 Campaigns

Offers, launches and ingredient stories.

Presentation mockup

Summer Sale ad shown on a smartphone
Summer Sale 30% off adult-care ad
Baby & Kids Buy 2 Get 1 Free ad
Invisible Sunscreen Serum post: so invisible, only the sun knows it’s there
Baby balm restock ad: running low on your favourite balm?
Glow more, spend less: Buy 2 Get 1 Free on skincare
Sunscreen ingredient spotlight post: titanium dioxide
Gentle Baby Bathing Bar facts post
Glow toner and hydrating toner comparison post
Buy 2 Get 1 Free offer on balm
Sunscreen serum carousel: how does it work?
Baby range marketplace post: available on Amazon, Flipkart and Nykaa
New year lifestyle post for the baby range

A selection from 200+ campaign, social and marketplace creatives across both ranges.

09 Web, video, deck

Website, video thumbnails and the brand deck.

YouTube

Video thumbnails

  • 16:9
  • English and Hindi versions

Presentation mockup

Parenting Secrets video thumbnail on a laptop

Thumbnails · 10

Presentation

Brand pitch deck

  • 12 slides
  • 16:9

Figures on the projection and KPI slides are the business plan’s targets, not results.

Presentation mockup

Pitch deck cover slide on a laptop

Slides · 12

10 Outcome

One voice, from booklet to thumbnail.

  • 200+creativesCampaign, social and marketplace.
  • 24detailer pagesBrand story plus a spread per product.
  • 12calendar monthsOne grid, twelve seasons.
  • 11A+ listingsProducts and gift sets.

See the packaging these pieces were built around

Presentation mockups are labelled. The print artwork and PDFs are the reference for exact copy, dates and sizes.