Identity Design

Packaging System Design

Yep! Shake

Yep! Shake partnered with Buttermilk Creative to redesign its logo and packaging system across a growing lineup of spices and sauces. What was once an inconsistent family of products tied loosely to the parent restaurant brand evolved into a cohesive, standalone identity with stronger shelf presence, clearer communication, and a scalable foundation for future retail growth.

  • As the product assortment expanded, the existing packaging lacked consistency and made it difficult for shoppers to quickly understand the lineup. Our approach focused on streamlining the brand architecture by defining Yep! Shake as its own distinct consumer brand—separate from the restaurant and catering business where the products originated. We refined the logo, simplified the visual language, and developed a more organized packaging system with stronger hierarchy, clearer flavor differentiation, and improved navigation across SKUs. The result is a unified family that feels more polished, recognizable, and retail-ready.

    Beyond the front-of-pack refresh, we also restructured the back panel experience to improve both functionality and storytelling. Information was reorganized to create greater clarity around product usage, flavor profiles, and brand messaging, helping consumers better connect with the products while making the packaging easier to shop and understand. Designed to support future line extensions and expanded retail opportunities, the refreshed system positions Yep! Shake as a confident, scalable brand with a clear point of view and room to grow.

A burger with cheese, coleslaw, pickles, onions, and bacon on a bun, alongside a container of ranch seasoning.
A bottle of mojo marinade surrounded by oranges, onions, and a towel.
Several bottles of barbecue sauce from the YEP! brand, each with a yellow cap and various labels with different flavors including Cajun Red, Mojo, Carolina Red, Hail Yeah!, Red River, Gold River, Muddy Creek, Voodoo, Honey Sriracha, and Yellow Dog.
A food scene with grilled salmon, grilled vegetables, and a bottle of steak sauce on a white wooden table.
Two bottles of YEP! Shake seasoning, one Cajun and one Paprikash, placed on a table alongside a glass of beer, a bowl of creamy dip garnished with herbs, and a dish of fried food, all with a dark background.
A wooden cutting board on a white cloth with grilled vegetables, sliced steak topped with onions, roasted potatoes, and garnishes. Condiments like marinade, steak sauce, and seasoning bottles are around the board with a knife.
Tray with barbecue chicken, cucumber salad, and corn casserole with cheese, topped with cilantro
A meal plate with a breakfast, topped with a fried egg, accompanied by lime wedges, and small bowls of mashed potatoes and salsa on a black slate platter, with two bottles of hot sauce in the background.
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