CITTA Packaging

Cartons, labels, gift boxes and sachets for a natural baby- and skin-care brand: one visual system carried from dieline to shelf.

1 packaging system

33+packaging designs

Presentation mockup

Composite of original sachet renders

Role: Senior Graphic Designer: packaging, labels, dielines, print-ready files
Company: CITTA, Lexicon Lifestyle · Pune
Timeline: Dec 2023 — Apr 2025
Formats: Tuck-end cartons, hanging cartons, labels, sachets, rigid gift boxes, bags, inserts

At a glance

CITTA is a natural skin-care brand from Lexicon Lifestyle in Pune, with an adult-care range and a Baby & Kids range. As Senior Graphic Designer from December 2023 to April 2025, I designed its packaging — pack layout, type hierarchy, illustration placement, compliance panels and print-ready dielines — for 33+ packaging designs, all built on one repeatable pack structure. Below, each piece is shown as print artwork beside the finished pack or a labelled presentation mockup.

Challenge: A new Baby & Kids range needed a whole shelf of packs on launch deadlines, still reading as one brand.
Employment & role: In-house at CITTA, Lexicon Lifestyle · Dec 2023 – Apr 2025 · Senior Graphic Designer: packaging, labels, dielines and print-ready files
System: Wordmark and range line, one pastel per product, an illustration, a badge and a fixed claims block
Selected work: Bathing-bar cartons, comb and brush cartons, sachets, gift boxes, adult-care labels
Outcome: 33+ packaging designs on one structure, across two ranges

01 Context

A new baby range, needing a whole shelf.

CITTA sells natural skin care in two ranges: adult care and Baby & Kids. The baby range covers bathing bars, hair accessories, sunscreen, balms, lotions and washes, with sample sachets and gift boxes alongside.

Every new product needed a carton or label, a dieline built to the printer’s die and bleed, and marketplace images, on launch deadlines, and the whole shelf still had to read as one brand.

What I owned: Pack layout, hierarchy, illustration placement, compliance panels and print-ready artwork for 33+ packaging designs.
Production: Dielines, bleed and finish specs; artwork checked against the printer’s die before release.
Beyond the pack: Listing images for the same products, so pack and marketplace told one story.

02 System

One pack language, a colour per product.

Every Baby & Kids pack runs on the same parts: the CITTA wordmark and range line, one pastel field per product, a character or ingredient illustration, a badge and a fixed claims block. A new product changes the colour, the illustration and the copy. The structure stays the same.

Gentle Baby Bathing Bar pack front with ingredient styling — Aqua field, duckling, avocado and almond oil.

Moisturizing Kids Bathing Bar pack front with ingredient styling — Pink field, cherries, olive oil and vitamin E.

Nourishing Kids Bathing Bar pack front with ingredient styling — Green field, apple, shea butter.

01Wordmark and “Baby & Kids” line lead the pack.
02One pastel colour per product.
03A character or ingredient illustration per product.
04A pH or age badge on a sunburst.
05Claims sit on a soft hill shape at the base.

03 Bathing bars

Three soaps. Three distinct packs.

Three bathing bars, each on its own carton. Each shows the print-ready dieline with its CMYK callouts, then the folded pack.

Variant 1 of 3

Gentle Baby Bathing Bar

Tuck-end carton
75 g bar
100% soap free

Gentle Baby Bathing Bar carton on a plinth

Variant 2 of 3

Moisturizing Kids Bathing Bar

Tuck-end carton
75 g bar
100% soap free

Moisturizing Kids Bathing Bar carton on a plinth

Variant 3 of 3

Nourishing Kids Bathing Bar

Tuck-end carton
75 g bar
100% soap free

Nourishing Kids Bathing Bar carton on a plinth

04 Comb & brush

Hanging cartons for two wooden accessories.

The neem comb and bamboo brush sit in hanging cartons. The front illustration shows the product; the side panels tell each material’s story: why neem wood, why bamboo, rather than plastic.

Hair accessories · 1

Kids Neem Hair Comb

Hanging carton
Neem wood

Kids Neem Hair Comb carton, front three-quarter view

Neem comb listing image: materials and benefits

Hair accessories · 2

Baby Bamboo Hair Brush

Hanging carton
Bamboo

Three Baby Bamboo Hair Brush cartons showing front and side panels

Bamboo brush listing image: materials and benefits

Bamboo brush listing image: comparison with plastic brushes

05 Cartons & labels

Sunscreen, lip balms, lotions.

Baby & Kids

Protecting Sunscreen carton

Tuck-end carton
Age 6m+

Protecting Sunscreen carton, upright, front and side

Protecting Sunscreen listing image with carton and tube

Baby & Kids

Pampering Lip Balm label

Wrap label
For a 19 mm stick
80.16 mm wrap

Pampering Lip Balm wrap label with die dimensions

Pampering Lip Balm sticks, capped and uncapped

Adult care

Beetroot Lip Balm carton

Tuck-end carton
SPF 15
5 g

The 3D view is built directly from the dieline’s panels: front, ingredients side, back and description side.

Two Beetroot Lip Balm cartons: one showing front and ingredients, one showing back and description panels

Baby & Kids · labels

Lotion and shampoo labels

Wrap labels
170 ml · 150 ml

Protecting Body Lotion label, print-ready flat — Protecting Body Lotion, 170 ml.

Gentle Foaming Baby Shampoo label, print-ready flat — Gentle Foaming Baby Shampoo, 150 ml.

Hydrating Face Mist outer carton dieline — Hydrating Face Mist, outer carton (adult range).

06 Sachets

Five samples, one small format.

Tester sachets for pharmacy counters and gift boxes. The same system had to fit a few centimetres: wordmark, product name, animal and claims hill on the front; ingredients, directions and manufacturing details on the back.

All five CITTA Baby & Kids sample sachets, fronts and backs — The complete sachet range, composed from the five original sachet renders.

Sachet artwork, front and back · 5

, view larger
Protecting Sunscreen · 5 g
, view larger
Gentle Foaming Baby Shampoo · 50 ml
, view larger
Nourishing Baby Massage Oil · 10 ml
, view larger
Diaper Rash Cream · 2 g
, view larger
Protecting Body Lotion · 50 ml

07 Gifting

Gift boxes, from dieline to unboxing.

Gift box · adult range

Mist gift box and insert card

Box with fitted tray
Printed inside lid
Two-sided insert card

Mist gift box opened, two mist bottles in the tray

Lid artwork

Mist gift box inside-lid message: A Thoughtful Fusion of Nature’s Elegance

Mist gift box insert card, illustrated front and founders’ letter back

Insert · front

Insert card back: a letter from the founders

Campaign box · Baby & Kids

#MittiKiProtection launch box

Rigid box with lift-out tray
Lid, inner message, social strip

Mitti Protection launch box, closed beside an opened box

Mitti Protection box lid artwork: #MittiKiProtection, Humara Latest Innovation

Inside message: A box of soil, really? Lift the tray

Gift sets · Baby & Kids

Bubbles, Cocoon and Drops gift sets

One box structure
Three colourways

Three Baby & Kids gift boxes styled on a pink set — One box structure in three colourways.

Bubbles of Care gift set listing image — Bubbles of Care.

Cocoon of Care gift set listing image — Cocoon of Care.

Drops of Nourishment gift set listing image — Drops of Nourishment.

Gift box · dieline

Symphony of Nature and Science

Lid, base and wrap
195 × 207 × 90 mm

Only the production dieline survives for this box, so it is shown flat.

Symphony of Nature and Science gift box dieline: base, lid and printed sleeve with dimensions

Unboxing kit

Bags, wraps and mailer

Paper bag
Drawstring pouch
Butter paper 15.5 × 24.5 cm
A4 envelope

CITTA paper shopping bag with cotton handles

CITTA drawstring pouch with paper-craft animal pattern

Branded butter paper folded in a kraft box

08 Adult care

Same label grid, four sizes.

Adult-care labels share one grid: brand story on the left; wordmark and product block on a colour field in the centre; ingredients, directions and compliance on the right. A new product changes the colour, the illustration and the copy.

Anti-Dandruff Shampoo 200 ml label, print-ready flat — Anti-Dandruff Shampoo, 154 × 134 mm.

Hair Growth Serum label, print-ready flat — Hair Growth Serum, 95 × 76 mm.

Vitamin C Brightening Face Serum label, print-ready flat — Vitamin C Serum, 99 × 46 mm.

Radiance Serum with Gold label, print-ready flat — Radiance Serum with Gold, 99 × 46 mm.

Vitamin C serum bottle with the finished label

Radiance Serum with Gold bottle with the finished label

Soothing Sunscreen label, print-ready flat — Soothing Sunscreen label.

Soothing Body Milk label, print-ready flat — Soothing Body Milk label.

CITTA adult-care range arranged on stone and glass

CITTA Strawberry Creamy Body Scrub jar on stone with foliage

Product photographs show the finished, printed packs.

09 Outcome

Volume without the shelf falling apart.

33+packaging designsCartons, labels, gift boxes and sachets.
3bathing-bar variantsOne structure, three identities.
5sample sachetsThe full system in a few centimetres.
2rangesBaby & Kids and adult care.

One structure. One colour. One ingredient story per product.
Pack principle

What I’d do differently

Lock the system at the start, not six months in. A shared template library for dielines and claims blocks would have let the team brief new products without me in the room.

Continue with the brand’s print, retail and campaign work

Presentation mockups are labelled as such. The print artwork is the reference for exact copy, dimensions and finishes.

Website guide

A little clarity.
Your next move.

Good work starts
with a conversation.