FLYTIMES was founded by a mother who wanted her two daughters to enjoy their favorite French desserts with complete peace of mind. Positioned as a premium bakery brand, FLYTIMES approaches the idea of “French elegance” through the lens of Eastern aesthetics—selecting, refining, and reinterpreting its meaning.

In Chinese culture, the notion of elegance is deeply rooted in the aesthetic tradition of ruya (儒雅), a form of cultivated grace characterized by a sense of order and ritual propriety. It values harmony with nature, subtlety, and gentleness, and embraces visual restraint and structural balance. Ruya reflects an innate Chinese sensibility of inner reserve and self-possession.

Drawing from this foundation and the brand’s core identity, we reexamine which aspects of “French elegance” can be meaningfully applied within our visual language. In doing so, we reframe the relationship between ruya and elegance as one between restraint and freedom, between intentional blank space and ornate detail.Branding and Packaging by ZLYX Design studio from China. https://zlyxdesign.com/