Fly By Jing is a producer of hot sauces, using Sechuan chilis as a main ingredient. Their redesign was executed by LA-based design studio Day Job: “new identity, new jars, new site, new merch, new copy. Letting the vulnerability of the founder’s story speak as loud as her flavors.”
The brand was founded by Jing in 2018, who was born in Chengdu, China. “‘Fly’ refers to Chengdu and “its famous fly restaurants – soulful hole-in-the-wall eateries so good they attract diners like flies.”
Both website and jar labels deploy vibrating, loud color combinations and lots of text – probably in order to evoke the trustworthiness of “undesigned” packging of for example hot sauce or soap. The typography pairs Jean-Luc by Atelier Carvalho-Bernau, using its Thin style with hairline accents. The serif is Publico, available from Commercial Type.