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The new identity and packaging transform Liu Yue Xian’s Premium Rare Ingredients Series into a collectable expression of ritual, craft and luxury.

International brand design agency JDO has created a new identity and brand world for Liu Yue Xian’s Premium Rare Ingredients Series, bringing greater luxury and distinction to the category in the Chinese market.

The range celebrates rare ingredients available only in season, including saffron, black truffle, white truffle and Thelephora ganbajun mushroom. Each product is marked with its harvest year and origin batch, giving the collection the character of a fine vintage. Miss the moment, and it belongs to another time.

Building on JDO’s recent 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. Most notably, the shield has been evolved into a distinctive asset for the ingredients range, creating a clear connection to the wider brand while giving the range an identity of its own.
Inspired by the art of collecting and display, the identity uses dark, restrained tones to evoke the intrigue of a gallery, while earthy colours connect each product to the natural origins of its ingredients. Metallic accents, generous negative space and minimal typography create an overall aesthetic that feels considered, elevated and inherently collectable.

At the centre of the system, the shield frames each hero ingredient, holds the portfolio together and creates a recognisable asset across the wider brand world. On pack, it 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,” says 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 the pack, the communication idea, ‘Today Deserves Something Better’, transforms an 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 brings patience, precision and craftsmanship to every touchpoint.

Liu Yue Xian’s Premium Rare Ingredients Series was created to celebrate the remarkable origins and exceptional craftsmanship behind the world’s finest flavours. The 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.