Brand Design Lead – Arabic Branding, Illustration & Packaging

About the role

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

Key responsibilities

• Lead visual direction for brand, campaign, packaging, menu, retail, social, signage and in‑store applications.
• Build Arabic‑first and bilingual design systems, treating Arabic as a primary design language.
• Create typographic layouts, select Arabic fonts, and develop original illustrations, icons, patterns, borders, labels and visual motifs.
• Design packaging concepts for coffee bags, bakery items, cups, stickers, boxes, merchandise and limited‑edition drops.
• Produce campaign visuals for product launches, store openings, seasonal events and cultural celebrations.
• Collaborate closely with marketing, photography, videography, product, operations, suppliers, printers and external agencies.
• Review and improve creative work to ensure consistency, quality and strong visual taste.
• Protect the brand across all customer‑facing materials.

Required profile

• Strong artistic taste with a deep understanding of Arabic design and typography.
• Ability to create culturally relevant, premium and original visual work.
• Experience designing for digital, print, packaging and physical brand applications.
• Familiarity with regional cultural references such as vintage print, heritage motifs, calligraphy and modern lifestyle branding.

Required skills