International brand design agency JDO has created a new identity and brand world for Liu Yue Xian’s Premium Rare Ingredients Series. 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.
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. The shield has been evolved into a distinctive asset for the ingredients range, creating a connection to the wider brand while giving the range an identity of its own.
“The shield is the doorway into the story,” said Malcolm Phipps, Creative Director, JDO.
“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.”
Inspired by the art of collecting and display, the identity uses dark, restrained tones to evoke the intrigue of a gallery, while earthy colors connect each product to the natural origins of its ingredients. Metallic accents, generous negative space and minimal typography create an aesthetic that feels considered, elevated, and collectible.
At the center of the system, the shield frames each hero ingredient, holds the portfolio together and creates a recognizable asset across the wider brand world. On pack, it becomes a die-cut window that places the rare ingredients 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.
Beyond the pack, the communication idea, ‘Today Deserves Something Better’, aims to transform an everyday condiment into something to anticipate, display and savor. Macro photography captures the grain, texture and sheen of each ingredient, while minimal plating keeps the focus on flavor. Calm, cinematic imagery brings patience, precision and craftsmanship to every touchpoint.
All images provided by JDO.
