RECLAIM DINNER TIME

Naturally brewed over six months using one hundred per cent grains, Liuyuexian Pure is a product that demands patience. Our team believed that this slow, careful process deserved an equally considered and generous visual expression.

Rather than following the category’s established cues, the agency pushed for a fully illustrated pack, one that would signal craft, quality and confidence at shelf.

“Soy sauce is one of the most familiar products on the table across Asia, which makes it easy to overlook the craft behind it,”

- Andy Briscoe, Creative Director at JDO. 

“Liuyuexian Pure is made slowly, with real care, in a world that’s obsessed with speed. We wanted the design to reflect that, and to make people slow down, look closer and appreciate what goes into it. The illustration lets the craft show, not as decoration, but as a signal of quality.”

At the heart of the design are realistic illustrations of birds in their natural environment, interwoven with finely detailed soybeans. Set against sophisticated green tones, the design creates a sense of abundance and care, reinforcing Liuyuexian Pure’s organic credentials while delivering a premium, contemporary aesthetic. In a category dominated by visual shorthand, the illustrative approach feels distinctive, expressive and elevated.

By embracing a richly illustrated design, the design tells the story of care, provenance and quality behind Liuyuexian Pure in a way that feels premium, confident and, most importantly, true to the brand.