Brand Design Lead – Arabic Branding, Illustration & Packaging

About the role

Joud, an Abu Dhabi‑born café brand expanding its breakfast, bakery, dessert and lifestyle experience, is seeking a Brand Design Lead. The role will shape Joud’s visual identity in both Arabic and English across brand identity, campaigns, illustration, packaging, menus, retail products, social media, signage and in‑store touchpoints.

Key responsibilities

• Lead visual direction for all brand, campaign, packaging, menu, retail, social and in‑store applications.
• Develop Arabic‑first and bilingual design systems, treating Arabic as the primary design language.
• Create typographic layouts, selecting appropriate Arabic fonts for headlines, body copy and packaging.
• Produce original illustrations, icons, patterns, borders, labels, stamps and other graphic assets.
• Design packaging concepts for coffee bags, bakery items, cups, stickers, boxes and limited‑edition merchandise.
• Craft campaign visuals for product launches, store openings, seasonal events (Ramadan, Eid, National Day) and collaborations.
• Translate UAE/GCC cultural references into modern, premium brand visuals.
• Collaborate with marketing, photography, videography, product, operations, suppliers and external agencies.
• Review and ensure consistency and quality across all customer‑facing materials.

Required profile

• Strong artistic taste with a deep understanding of Arabic visual culture.
• Ability to design confidently in Arabic, not merely translate English layouts.
• Experience creating culturally relevant, premium and memorable brand work.
• Familiarity with regional heritage motifs, vintage print, calligraphy and modern lifestyle branding.

Required skills

• Arabic typography and bilingual design systems.
• Illustration, pattern and poster design.
• Packaging, menu and campaign visual design.
• Creation of custom graphic assets such as icons, borders and stamps.