Lush Yummies Pie Co.
Branding & Packaging

Branding and packaging design for LYPC, a company best known for their fourth generation recipes and signature Lemon Butta Pie

Role
Lead Designer

Agency
Skidmore Studio

Copywriter/Strategist
Alissa Kline

Lush Yummies Pie Co. (LYPC) fresh-bakes Lemon Butta Pies in Detroit, Michigan, with local ingredients and a fourth-generation recipe.  

LYPC came to Skidmore Studio needing a brand that ties the product and the company story together in a way that is authentic and attractive to consumers and retailers. 

We set out to create a hip, cool, young bakery brand that would sell successfully at suburban grocers. 

We got all the design inspiration we needed from the product itself. Logo, color, and typography were all reflective of how the pie tasted—sweet, creamy, tart, yum!

A punchy yellow represents the tart of the lemon, the main ingredient.

A mix of fonts represent the creaminess + zing of the first bite.

A triangle represents the silhouette of the classic slice of pie.

When it came to the packaging design,
our main goal was to clearly indicate what the the brand and product name was, without distracting from the pie itself.
We took this approach for the full pie as
well as the individual square slices to
ensure consistency.

For the full pie, everything from the type of container to the size of the label was considered.

We landed on a clear plastic clamshell, paired with a wraparound label band which helped to secure the package.

The top down view provided potential consumers with a clear product billboard, along with a peak of the actual pie.

We also applied the brand to a number of printed and physical objects. The boldness and simplicity of the packaging design seamlessly carried over to apparel and stationery, further expanding the LYPC world.