Innovation · Strategy · F&B

KIMJAM

Creating Taste. Designing Experience.

A F&B creative portfolio by Will Jin — bridging product R&D, brand visual strategy, digital systems and consumer experience.

Product Innovation Brand Visual Strategy Menu & Flavor Systems Digital VM Commercial Storytelling

01 · Profile

A strategic F&B creative innovator with dual expertise in taste and visual systems.

Will transforms market insights into beverage concepts, seasonal product stories and scalable brand experiences — connecting product development with visual storytelling and operational execution.

Taste is strategy. Visual is experience.

以产品研发为核心，以视觉叙事放大体验价值。From flavor profiling to launch KV, from SOP to in-cup presentation, the work is built as a system.

With experience across Starbucks China, Starbucks Singapore and specialty coffee brands, Will works at the intersection of product innovation, visual merchandising, food styling and commercial execution.

The portfolio reflects a hybrid capability: designing what people taste, what they see, and how teams deliver it consistently at scale.

90%Product commercialization ownership in recent F&B role

40%Approx. workflow optimization for single-SKU production

1.8M+Visits achieved in internal Digital VM ecosystem

02 · Expertise

The 4 pillars of expertise.

A full-stack creative system for beverage brands: from product concept to visual launch, from operational SOP to digital enablement.

Product Innovation Strategy

Menu ideation, rapid prototyping, flavor profiling, pairing logic and seasonal product development.

Visual Brand Direction

Visual merchandising, commercial photography, food styling and launch-facing brand expression.

Operational Excellence

SOP, BOM, second-supplier material testing, cost optimization and franchise/store enablement.

Digital System Architecture

Digital VM ecosystem, internal guideline systems, content strategy and user engagement.

03 · Experience

Selected experience across product, brand and visual systems.

A career path from store operations to creative systems — connecting real consumer behavior, product delivery and brand storytelling.

2025.6 — Now
DM CAFE

Product Innovation & Brand Experience Lead

Leading beverage innovation and scalable launch systems.

Owns product commercialization across recipe development, SOP/BOM structuring, material testing, cost optimization and cross-functional briefing with brand and marketing teams.

End-to-end beverage and seasonal offering innovation.

Product-market fit through design thinking and consumer research.

Packaging, KV and visual system direction for launches.

2023 — 2024
Starbucks China

Product Innovation Strategist

Rapid concept development for seasonal beverage stories.

Spearheaded ideation and prototype development aligned with marketing calendars, while connecting food styling, photography and product storytelling.

Beverage concepts and prototypes within rapid cycles.

Visual-first development from concept board to launch image.

Food & Beverage pairing content for customer flavor journeys.

2018 — 2023
Starbucks China

Digital Visual System Architect

Building VM guidelines and digital execution ecosystems at scale.

Architected internal VM systems, formulated display guidelines across categories and produced high-engagement media content to improve execution consistency.

Internal VM ecosystem with real-time guidelines.

Standardized display logic for Reserve and Core stores.

Content engagement and execution quality improvement.

04 · Selected Work

Selected visual archive and project systems.

A curated single-page view of product proposals, launch visuals, menu systems, VM assets and strategic frameworks. First version uses selected resume visuals; it can be refined later with higher-resolution project images.