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