- Based on gut–brain axis science, systematically reviewed academic literature and clinical reports; independently completed project scoping and market opportunity assessment
- Designed and distributed survey questionnaires independently, completed valid response screening and data analysis; conducted in-depth user interviews to extract core needs and pain points
- Delivered personas, user journey maps, and usage scenario comics, building a complete user mental model
- Completed full app information architecture from low-fi wireframes to high-fi visual design through multiple iterations, with usage scenario mockups
Rasine Xu
Brand designer → UX / product design · 5 years in F&B brand · Systematic visual language · Front-end capable
LOCATIONSHANGHAI
DISCIPLINEBRAND · PRODUCT
EXPERIENCE5+ YEARS
CURRENTLYOPEN TO ROLES
CVResume
About
Six years of F&B consumer brand design experience with end-to-end capability from creative output, brand visual system building, to production delivery. Led visual guidelines for multiple brands from zero; at Cha of Yulian, served as creative director, coordinating cross-department design output. Also has agency experience in content campaign planning and design. Since 2026, independently completed full UX design for the personal health app Gut–Brain Axis Monitoring System — spanning literature review, survey design, user interviews, personas, user journey maps, information architecture, low- to high-fidelity prototypes, and iteration. Skilled at translating complex information into clear visual and interaction language, with AI-assisted design workflows and foundational front-end skills.
Skills
Design Tools
FigmaAuto LayoutIllustratorPhotoshopAfter EffectsProcreate
UX Methods
User InterviewsSurvey DesignPersonaUser Journey MapInformation ArchitecturePrototype Iteration
AI Workflow
Midjourneyv0LovableCursorClaudeStitchCodex
Tech / Other
HTML / CSSReact (Basics)Product Photography3D / Unity
Work Experience
Design
- Joined with fragmented, uncompetitive brand visuals; led a full visual system rebuild from zero — film texture × Ming-style Chinese type × serif English, shifting the brand toward elegance, light retro, and premium feel
- Introduced Midjourney image workflows before enterprise AI tools were widespread, combined with product cutouts to rapidly fill asset gaps
- Proactively took on product photography; self-taught and built a minimal-budget gear setup that became the team's permanent standard
- Built end-to-end creative production: design proposal → reference alignment → prop procurement → set & shoot → key visual → rollout for every new product and campaign
Extended Scope
- Led creative oversight for major campaigns including Lunar New Year promos, coordinating external film teams and owning final quality
- When 3D vendors' scripts missed brand tone, wrote promotional film scripts in-house to align visual narrative with brand identity
- Coordinated on-site photography for new city store launches, managed external photographers, and expanded photography and 3D vendor networks
Leadership
- Cross-department design coordination across marketing, e-commerce, and mini-program teams; reviewed visual output for 5 contributors (1 intern, 2 graphic designers, 1 UI designer, 1 videographer)
- Ensured all departmental extensions aligned with the marketing-established brand visual baseline; final accountability for brand-wide visual consistency
Multi-Brand Portfolio
- Independently owned visual design and guideline development for 6–7 subsidiary brands under the group. Tailored differentiated visual solutions for distinct audiences and tones — fine garden dining, Mexican, American, Middle Eastern, traditional Chinese, and more — across online e-commerce and core offline experiences.
Packaging Design & Production
- Led annual and seasonal limited-edition packaging for core products. Balanced creative shelf appeal with material and process selection and cost control to ensure high-fidelity production execution.
Offline Collateral Operations
- Managed multi-category offline production for large-scale events — posters, displays, standees, coupons, and more. Established standards and templates to deliver 10+ concurrent asset types across brands efficiently in parallel.
Brand Visual Asset Development
- Created original illustration identities for core sub-brands from scratch and extended them across omnichannel social media visuals.
Overseas Market Output
- Led cross-border visual output and campaign design for the core brand's Singapore expansion. Localized visual language while preserving brand tone, integrating local cultural elements for successful multi-channel overseas marketing.
Digital UI Experience Upgrade
- Led full UI redesign of the brand's official mini-program. Refined core brand identity symbols and systematically extended them across digital touchpoints — logo, complete icon system, and key mini-program page visuals — significantly elevating visual quality across online digital channels.
Signature Visual Assets & Illustration
- Independently created high-quality custom illustrations around food and baking themes, establishing a distinctive visual style for menus, product packaging, and online platforms; built precision illustration assets that strengthened B&C's unique brand atmosphere and tone.
End-to-End Experience & Offline Execution
- Owned creative visual design for all offline collateral — physical menus, limited-edition receipts, coupons, packaging bags, and more. Refined material and print craft to ensure high-impact designs were faithfully reproduced in print and in-store displays, delivering seamless O2O brand perception.
- Contributed to a Helena Rubinstein brand campaign — refined proposal deck visuals and designed supporting push materials, spanning the full pipeline from strategy brief to creative delivery
- Built systematic understanding of brand campaign strategy breakdown and core selling-point extraction through agency workflow
Education
Bachelor's Degree
2014 — 2018Donghua University · Fashion Design
University of Michigan · Coursera
View certificate↗Languages
EnglishFluent · IELTS 7
ChineseNative
Work visa sponsorship required.