Screenshot of Fly By Jing

Fly By Jing

flybyjing.com

The reference for maximalist CPG food ecommerce: a saturated crimson-into-green colour-block system, JeanLuc condensed uppercase set enormous (88px) at heading-line-height 0.8, and a pure-yellow (#FFFF00) pill CTA that turns weeknight chilli sauce into a loud, confident brand.

Consumer Brand flagship

Design tokens

background
surface
text
textMuted
accent
border
tone1
tone2
display
JeanLuc
body
Publico
mono

Do / Don't

Reference it for

  • Full-bleed saturated colour-block sections that hard-switch scheme per band (crimson hero #AB2328, deep green #046135, orange #FC521C, purple #662E91) rather than one calm palette
  • JeanLuc condensed bold set huge and uppercase for headings (88px, --heading-line-height 0.8, --heading-capitalize uppercase) so two words fill the column
  • Publico serif for body copy at a comfortable 22px / 31.9px line-height, the warm foil to the shouty condensed display
  • Pure high-voltage yellow #FFFF00 pill buttons (--button-border-radius 9999px, uppercase, JeanLuc) as the single loud CTA on every red or green field
  • A perpetual scrolling top marquee of offers/emoji (LIMITED SPICY CHOCOLATE / FREE SHIPPING OVER $75 / JOIN THE CLUB) on a black bar
  • Split hero: oversized left-aligned type stack over a photographic product line-up (four labelled jars) on flat colour, no gradient
  • Zig-zag / torn-edge shape dividers between colour bands to mimic a chilli-crisp label sticker aesthetic
  • Generous rounded media and cards (--card-border-radius 2rem, --media-border-radius 2rem, 44px radii) softening the aggressive palette

Do not copy

  • The FLY BY JING wordmark and the pinyin-macron 'ĪNG' logo treatment
  • Jing's founder photo, name, and the Chengdu 'fly restaurant' origin narrative
  • The exact jar labels (Original / Sweet+Spicy / Xtra Crunchy / Xtra Spicy) and their heritage-crest artwork
  • The specific crimson-green-yellow Sichuan palette as a set, it reads unmistakably as this brand
  • Licensed JeanLuc and Publico faces (swap to your own condensed display + serif pairing)
  • Brand copy voice lines like 'LET YOUR TASTEBUDS FLY' and 'ELECTRIFY YOUR INBOX'
  • The Tastemaker Club membership programme framing and its perk list