Fly By Jing is an AAPI, woman-owned brand that first began by selling Sichuan sauces and spices and most recently, they introduced frozen dumplings to their growing list of products. The headliner product, Sichuan Chili Crisp, is the first 100% all natural Sichuan chili sauce.
Fly By Jing’s digital design system pays homage to both Chinese and American cultures. On Fly by Jing's Our Story page, the founder shares her story which heavily influenced why she founded the company. Jing Gao was born in Sichuan, China and eventually moved to America where she now spreads her cultural roots in the form of food through the business. The page also features archival photographs of her throughout the years and showcases a powerful video of her journey to creating the Sichuan Chili Crisp.
Sprinkled throughout the site are snippets of her past and how it’s led to the present state of Fly By Jing, like the blog article How I Built a Radically Personal Hot Sauce Brand and Found Myself in the Process.
The Fly By Jing blog features recipes that are a unique blend of Chinese and American dishes, like Prosciutto & Zhong Crostini and Spicy Ice Cream Sandwich. Their article, “What Does Chinese Food Mean to You?”, spotlights a video that features various Asian American chefs and how Chinese food has impacted their lives.
Their product detail page continues the bold branding through colors, animations, and a pattern that matches the package design. Fly By Jing prides themselves on their authentic ingredients as they highlight these on their product pages.
To help spread the culture they also sell other spices, sauces, and even a hot pot set, a traditional Chinese staple. They also educate the user through informative product descriptions as well as FAQ sections on the product pages.
To build credibility and get customers excited about purchasing, they encourage customers to upload photos, and share how spicy they thought the product was, knowing this could be a concern for some.