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About the Role
Own and manage the full-scope brand visual system for a specialty coffee brand, spanning VI, packaging, product visuals, marketing collateral, and social media. Work closely with Brand Marketing to deliver high-quality visual content aligned with product launches, campaigns, and brand initiatives, building a premium, cohesive, and recognizable visual identity.
Responsibilities
- Maintain and evolve the brand VI system (color, typography, layout, visual language) and establish comprehensive brand usage guidelines.
- Lead full-suite visual production for campaign key visuals, seasonal marketing, new product posters, menu systems, packaging, merchandise, brand books, and in-store print materials.
- Manage visual design across digital channels (Xiaohongshu, WeChat, e-commerce listings, official announcements, event covers), ensuring consistency.
- Collaborate with marketing on product launches, brand collaborations, themed campaigns, and content calendars to deliver visual packages that drive conversion and brand visibility.
- Build and maintain an asset library, template system, and design standards repository to standardize material reuse and improve team output speed and consistency.
- Monitor aesthetic trends among top-tier specialty coffee brands and refine the brand's visual language toward a younger, more elevated direction.
- Review and QA graphic design deliverables, manage team scheduling, quality standards, and delivery timelines.
Requirements
- Bachelor's degree or above in Visual Communication, Graphic Design, Art Design, or related field.
- 5+ years of full-scope brand visual design experience.
- 1+ year managing a team or design module.
- Proven experience in chain brand VI development, full-cycle marketing visuals, and product packaging.
- Demonstrable brand visual upgrade case studies.
- Refined, restrained aesthetic sensibility fitting the minimal and premium tonality of specialty coffee.
- Ability to consistently deliver polished, cohesive visual systems.
- Proficient in Photoshop, Illustrator, and related tools.
- Strong layout, color, and brand systems thinking.
- Understands brand marketing logic; designs with communication goals, audience sensibility, and contextual needs in mind.
- Strong communicator with sharp requirement-reading skills.
- Able to work efficiently with marketing teams and manage pressure during high-frequency product and campaign cycles.
- Background in coffee, tea, new retail, or lifestyle brands is a plus.
Skills
- Photoshop
- Illustrator
- Layout
- Color theory
- Brand systems thinking
- Visual communication
Experience Level
- 5+ years of full-scope brand visual design experience
- 1+ year managing a team or design module
Education Level
- Bachelor's degree or above in Visual Communication, Graphic Design, Art Design, or related field