A customized fishing lure system having a lip, leading portion, trailing portion, body portion, a hook and connection mechanism. The lip being adapted to provide resistance when said fishing lure is moved within water. The leading portion being positioned towards the leading portion of said fishing lure. The trailing portion being positioned towards the trailing portion of said fishing lure. The body portion being positioned between said leading portion and said trailing portion. The hook being attached to said fishing lure. The first connection mechanism adapted to releasably engage said lip to said leading portion.A plurality of packaging and marketing embodiments intended to accentuate the benefits of the present invention.