LMNOP Creative Bake Up a Deliciously Elegant Packaging System For Chef Eunji Lee’s Lysee
by Chloe Gordon on 09/27/2022 | 3 Minute Read
Whether you're a child or a full-blown adult, dessert incites joy. They're sweet, tiny luxuries that always feel like a delicacy, no matter how big, small, or expensive.
While the taste of these delicate desserts is almost always the biggest part of their charm, packaging plays a vital role in their delivery. Pastry boxes are enchanting, and they accentuate a sweet treat before one even takes their first bite. A pastry box must visually thrill consumers before they devour what's inside, and often, they become an addition to the delicacy within.
More than just a pastry shop, Lysée is a collection of confections created by Chef Eunji Lee. Renowned Chef Lee spent eight years at Ze Kitchen Galerie and Le Meurice in Paris and five years at the Korean restaurant Jungsik in New York, where she invented the restaurant's infamous banana dessert. The packaging and branding feature design from LMNOP creative, a woman-run and operated studio in Brooklyn.
The brand's name, Lysée, blends the words "museum" and "chef," and it celebrates the intoxicating foods and the gorgeous art behind Lee's expert creations. LMNOP found inspiration in the sophistication and simplicity of the visual identity; the result is a branding system representing Lee's Korean background and pastry talents, a visual backdrop for the edible works of art.
The logo design takes inspiration from Giwa, Korean traditional roof tiles, and contemporizes the visual as slices of cake. Pieces of the logo get incorporated as accents throughout the packaging and branding as patterns and lighter signature details. "Chef Lee wanted to incorporate her heritage into the branding, as she did with the shop's interior and the pastries," says Liz Rose, managing director of LMNOP. "The floral motif of the Giwa tile was an iconic image of her Korean heritage and one she has translated into a pastry shape in the past."
Chef Lee's narrative also inspires the color palette; they selected pink hues to represent the soft, feminine, delicate nature of her desserts. Additionally, the green shades complement the natural materials of the pastry shop's interior.
The packaging system for the desserts also mirrors high-end cosmetic or fashion packaging rather than a cliche, cutesy, or overly youthful approach. Instead, the design gracefully highlights a delicate and sophisticated nature, creating a refined unboxing experience. "We live in a bold, overwhelming time; keeping the design beautiful and quiet allows individuals to drop into the moment of delicacy and stay present," notes Rose.
There's an artful science to making pastries, and LMNOP has visually captured the refinement and wisdom it takes to be successful in the world of desserts.