JDO Creates Identity and Packaging for Liu Yue Xian’s New Premium Range
Global brand design agency, JDO, has crafted a new identity and packaging for Liu Yue Xian’s Premium Rare Ingredients Series.
The latter features gourmet seasonal ingredients such as saffron, black truffle, white truffle, and Thelephora ganbajun mushroom.
The new design, based on the theme ‘Today Deserves Something Better’, aims to elevate the Chinese condiment brand's product line "into a collectable expression of ritual, craft, and luxury", and comes on the heels of 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," says JDO's design team.
"The shield is the doorway into the story," adds 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."
On pack, the shield element serves as a die-cut window, prominently displaying the rare ingredients.
Supporting details such as gold accents further add "a sense of craft and ceremony", while each pack includes a card that outlines the ingredient’s origin, harvest details, and key characteristics, along with macro photography.
"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 collectible," explains the design team.
JDO
