JDO CREATES A WORLD OF PRECIOUS RARITY FOR LIU YUE XIAN

JDO has created a new identity for Liu Yue Xian’s Premium Rare Ingredients Series, elevating seasonal rarities such as saffron and truffle into a collectable expression of craft and luxury. With refined packaging, cinematic imagery and a distinctive shield asset, the brand celebrates provenance and transforms flavour into ritual and anticipation.

International brand design agency JDO has unveiled a striking new identity and packaging system for Liu Yue Xian’s Premium Rare Ingredients Series, transforming the collection into a refined expression of ritual, craft and luxury. The project elevates the brand’s presence in the Chinese market, positioning the range as a collectable showcase of seasonal rarity.  

The series celebrates ingredients of exceptional scarcity, including saffron, black truffle, white truffle and Thelephora ganbajun mushroom. Each product is marked with its harvest year and origin batch, lending the collection the character of a fine vintage. This temporal quality reinforces the idea that missing the season means missing the moment, underscoring the exclusivity of the offering.  

Building on JDO’s earlier redesign of Liu Yue Xian’s core soy sauce portfolio, the new identity carries forward familiar brand equities while elevating them for a more premium expression. Central to this evolution is the shield, reimagined as a distinctive asset for the rare ingredients range. It creates a clear connection to the wider brand while giving the series its own identity.  

Inspired by the art of collecting and display, the design employs dark, restrained tones to evoke the intrigue of a gallery, while earthy colours connect each product to its natural origins. Metallic accents, generous negative space and minimal typography combine to create an aesthetic that feels considered, elevated and inherently collectible. On pack, the shield becomes a die-cut window that places the rare ingredients firmly in the spotlight. Gold detailing adds a sense of craft and ceremony, while each pack includes a card describing the ingredient’s provenance, harvest and defining qualities. Together, these elements transform opening the product into a ritual of discovery.  

“The shield is the doorway into the story,” explains JDO Creative Director Malcolm Phipps. “It frames the ingredient, holds the portfolio together and appears wherever the brand travels. The wider project was about giving rarity a modern expression: precious without being ostentatious, and rich in the details that turn flavour into something anticipated, experienced and remembered.”  

Beyond packaging, the communication idea ‘Today Deserves Something Better’ elevates the everyday condiment into something to anticipate, display and savour. Macro photography captures the grain, texture and sheen of each ingredient, while minimal plating keeps the focus firmly on flavour. Calm, cinematic imagery conveys patience, precision and craftsmanship across every touchpoint, reinforcing the sense of luxury and rarity.  

Liu Yue Xian’s Premium Rare Ingredients Series was conceived to celebrate the remarkable origins and exceptional craftsmanship behind the world’s finest flavours. JDO’s identity brings this ambition to life in a way that feels distinctive, contemporary and full of possibility. It provides a powerful foundation for growth, giving Liu Yue Xian the confidence to establish the series as a leading name in the category, while offering consumers a collectable experience that transforms flavour into memory.