Graphic Visual Design Lead

【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, and visual language — and establish comprehensive brand usage guidelines. Lead full-suite visual production: campaign key visuals, seasonal marketing, new product posters, menu systems, packaging, merchandise, brand books, and in-store print materials. 

• Manage visual design across all digital channels — Xiaohongshu, WeChat, e-commerce listings, official announcements, event covers — ensuring a consistent look and feel across every touchpoint.

• Collaborate upstream with marketing on product launches, brand collaborations, themed campaigns, and content calendars; deliver complete 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; continuously refine the brand's visual language toward a younger, more elevated direction.

• Review and QA graphic design deliverables; manage team scheduling, qualitystandards, 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 that fits 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 — not purely execution-focused.

• 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