Citto
Citto is a tea-based beverage brand inspired by the Sanskrit word citta, meaning the union of heart and mind. The brand identity reflects this philosophy by celebrating freshness as both a sensory experience and an emotional one. Every visual element was developed to communicate a conscious, uplifting, and memorable brand personality.
Role — Brand Designer
Focus — Visual Identity, Illustration, Packaging Design, Art Direction
The recipes draw inspiration from traditional Indian tea culture and Ayurvedic ingredients, forming the foundation of the visual narrative. Three illustrated characters were created to represent the three core flavors, combining the richness of classical Indian mythological art with a contemporary illustration style. Botanical spices became recurring graphic elements, evolving into a distinctive pattern system that reinforces the brand while expressing its vibrant, refreshing character.
