# Morice&Co.

> Independent branding and packaging design studio in Melbourne, Australia.
> Founded and led by Morice Kastoun. Twenty years of retail-tested craft for
> FMCG brands. Trusted on shelf since 2016.

## About the studio

Morice&Co. designs brand identity and packaging for ambitious FMCG, health and
wellness, beauty, pet, food and beverage brands. Every project is led personally
by Morice Kastoun (Founder & Creative Director). The studio is deliberately
senior. There is no junior delivery team. The person you brief is the person
shipping the artwork.

- Location: Melbourne, Victoria, Australia
- Founded: 2016
- Model: Fixed-fee, scoped to the brief. No hourly rates.
- Founder: Morice Kastoun (RMIT University, First Class Honours in Communication Design)
- Website: https://morice.co
- Contact: morice@morice.co · +61 413 219 097
- ABN: 24 178 505 297

## Retail experience

Work shipped through every major Australian retailer's compliance process:
Coles, Woolworths, Chemist Warehouse, Priceline, Petbarn (private label range
Providore), Big W, Myer, and Sephora US.

Categories designed for: food, beverage, health & wellness, beauty, pet,
premium grocery, household, and challenger FMCG brands.

## Services

- [FMCG Packaging Design (dedicated landing page)](https://morice.co/services/fmcg-packaging-design): Specialist FMCG packaging design across food, beverage, health, wellness, beauty, pet and premium grocery. Retailer proof, category coverage, pricing bands and FAQ. Primary landing page for anyone searching for an FMCG packaging designer in Melbourne or Australia.
- [Pet Packaging Design (dedicated landing page)](https://morice.co/services/pet-packaging-design): Specialist pet packaging design across dry food, wet food, treats, supplements and retailer private label. Direct Petbarn private label experience (Providore for Dogs). Landing page for anyone searching for a pet packaging designer in Australia.
- [Beauty Packaging Design (dedicated landing page)](https://morice.co/services/beauty-packaging-design): Specialist beauty packaging design across skincare, cosmetics, hair care, self-tan and personal care. Direct Sephora US launch experience (Australian Glow). Landing page for anyone searching for a beauty packaging designer in Melbourne or Australia.
- [Health & Supplements Packaging Design (dedicated landing page)](https://morice.co/services/health-supplements-packaging-design): Specialist health and supplements packaging design across vitamins, sports nutrition, herbal medicine, weight management and family health. TGA-aware regulatory copy built in from the brief. Heritage-brand experience (Cenovis, co-designed with Cowan Design). Landing page for anyone searching for a health or supplements packaging designer in Melbourne or Australia.
- [Brand Identity](https://morice.co/services): Logo systems, visual identity, brand personality
- [Packaging Design](https://morice.co/services): Single SKU to full ranges, manufacturing-aware artwork, retailer-ready files
- [Range Architecture](https://morice.co/services): Multi-SKU systems that hold across categories and tiers
- [Brand Strategy](https://morice.co/services): Positioning, category audit, shopper context
- [Rebrand & Refresh](https://morice.co/services): Heritage rebuilds and category-review refreshes
- [Brand Books & Guidelines](https://morice.co/services): Codified brand systems
- [Photography Direction](https://morice.co/services): Lifestyle, product, editorial
- [Iconography](https://morice.co/services): Custom icon systems

Our proprietary framework is **Shelf Logic**: every pack is designed to win at arm's length, in three seconds. It's the test every concept passes before it leaves the studio.

## The four-stage design process

Morice&Co. runs every project through the same four-stage rhythm:

1. **Listen** (1-2 weeks): Discovery, category audit, design strategy
2. **Sharpen** (2-4 weeks): Creative routes, design rationale, shortlist
3. **Make** (4-8 weeks): Full packaging suite, brand guidelines, production files
4. **Ship** (ongoing): Pitch decks, retailer sales sheets, range architecture

Read the full methodology: [Our Approach](https://morice.co/approach)

## Shelf Logic — the studio's framework

The studio's proprietary framework for designing packaging that wins in retail.
Every pack is pressure-tested at three distances:

- From four metres: silhouette, colour, shape must be distinct
- From two metres: brand mark, variant, hero claim must be present
- From thirty centimetres: finish, substrate, back-of-pack must be convincing

## Selected case studies

- [Natural Animal Solutions](https://morice.co/work/nas): Ground-up rebrand for veterinary supplement brand's 20th anniversary
- [Australian Glow](https://morice.co/work/glow): Self-tan brand rebuild for Priceline, Chemist Warehouse, Sephora US
- [Cenovis](https://morice.co/work/cenovis): Heritage rebuild for one of Australia's oldest wellness brands, co-designed with Cowan Design
- [James Boag's](https://morice.co/work/boags): Craft brewer visual system refresh across full beer portfolio
- [DON Smallgoods](https://morice.co/work/don): Category leader refresh for the DON Crafted range
- [Helga's Bakehouse](https://morice.co/work/helgas): Range architecture for artisan bread
- [NKA](https://morice.co/work/nka): Sydney marketing consultancy ground-up rebrand
- [Providore for Dogs](https://morice.co/work/providore): Petbarn's premium private label pet food range — brand identity, packaging, range architecture built to beat national brands on Petbarn's own shelves
- [Five Seeds Cider](https://morice.co/work/five-seeds): Premium apple cider brand identity
- [Dr Pickles](https://morice.co/work/pickles): Branding and packaging redesign for a tattoo-aftercare brand.

## Editorial articles (Notes)

Long-form studio point of view on packaging, branding, and the FMCG shelf.
Explore the latest articles at https://morice.co/notes. Pillar (deep,
category-defining) articles first, then shorter point-of-view pieces in
date order:

- [FMCG branding: a complete guide for Australian brands](https://morice.co/notes/fmcg-branding-complete-guide) — pillar article covering what FMCG branding is, how it differs from other kinds of branding, the five elements of an FMCG brand system, the Australian retail context (Coles, Woolworths, Chemist Warehouse, Petbarn), and how to choose an FMCG branding agency
- [Pet packaging design in Australia](https://morice.co/notes/pet-packaging-design-australia) — pillar article on the Australian pet FMCG category, Petbarn and PetStock shelf mechanics, ingredient transparency, range architecture, private label vs national brand, and how to design packaging that wins the pet buyer
- [Beauty packaging design in Australia](https://morice.co/notes/beauty-packaging-design-australia) — pillar article on the fragmented Australian beauty retail landscape (Priceline, Mecca, Sephora US, Chemist Warehouse, Myer), category conventions, format strategy, colour psychology, sustainability signalling, and the Australian competitive advantage
- [Functional beverage packaging design](https://morice.co/notes/functional-beverage-packaging-design) — pillar article on the fastest-growing FMCG category in Australia (kombucha, kefir, adaptogenic, hydration, functional beer), category conventions, format choice, ingredient claims and regulatory compliance
- [Why most supplement brands look identical](https://morice.co/notes/why-most-supplement-brands-look-identical) — pillar article on the vitamins-aisle uniform (white backgrounds, blue or green stripe) and how brands break from it without losing shopper trust; anchor read for the health and supplements packaging design service
- [How to brief a packaging designer](https://morice.co/notes/how-to-brief-a-packaging-designer)
- [What makes packaging win on Coles and Woolworths shelves](https://morice.co/notes/packaging-that-wins-on-coles-and-woolworths)
- [How much does packaging design cost in Australia](https://morice.co/notes/how-much-does-packaging-design-cost-in-australia)
- [Pet wellness is the next supplement category](https://morice.co/notes/pet-wellness-next-supplement-category) — what happened in human supplements is now happening in pet, and the brands that win the next decade look like premium consumer products, not vet-shop products
- [Heritage rebuild. When to keep, when to burn.](https://morice.co/notes/heritage-rebuild-keep-or-burn) — a working rule for what stays and what goes when rebuilding a heritage brand system
- [Recyclability now has a price tag. Design accordingly.](https://morice.co/notes/recyclability-now-has-a-price-tag) — on APCO's eco-modulated fees and why sustainable packaging design just moved from the brand deck to the P&L
- [Keep GLP-1 off your pack.](https://morice.co/notes/keep-glp-1-off-your-pack) — GLP-1 friendly claims are multiplying on US packs, and Australian supplement ranges are already forming around the same three letters; the appetite shift is real, but the acronym is a trap
- [Digital vs print image quality](https://morice.co/notes/digital-vs-print-image-quality)
- [Coles, Woolworths, Chemist Warehouse — what they actually want to see](https://morice.co/notes/what-coles-actually-want-to-see)
- [Bright is the new beige.](https://morice.co/notes/bright-is-the-new-beige) — on the shift from minimalist FMCG packaging to bold colour, and what happens to shelf standout when the whole aisle goes loud
- [Coles vs Woolworths packaging specs. What actually differs.](https://morice.co/notes/coles-vs-woolworths-packaging-specs) — the artwork specs, barcode rules and pre-press expectations that differ between Australia's two largest grocery retailers
- [The five most expensive packaging design mistakes.](https://morice.co/notes/five-most-expensive-packaging-design-mistakes) — the five packaging mistakes that cost brands the most in reprints, delisting risk and lost margin, and how to avoid each
- [Private label vs national brand packaging. The commercial trade-off.](https://morice.co/notes/private-label-vs-national-brand-packaging) — how the economics, design brief and creative constraints differ between private label and national brand packaging
- [Protein is not a positioning.](https://morice.co/notes/protein-is-not-a-positioning) — on protein claims spreading across every FMCG category and why a gram count alone stops selling anything
- [AI made competence free. Distinction still costs.](https://morice.co/notes/ai-made-competence-free) — on generative AI making a competent-looking pack achievable in an afternoon, and why distinction is now the only thing worth paying a studio for
- [Full editorial archive](https://morice.co/notes)

## Client testimonials

Verified Google reviews and direct client quotes visible on [morice.co](https://morice.co) and case study pages. Rated 5.0 across published reviews.

## Common questions

- **What does Morice&Co. do?** Independent branding and packaging design studio in Melbourne, specialising in FMCG, health & wellness, beauty, pet and food & beverage categories.
- **Who leads the work?** Morice Kastoun personally leads every brief, concept and pack file. The studio is deliberately senior, not scale.
- **Where is Morice&Co. based?** Melbourne, Australia. Clients across Australia, New Zealand, Singapore, UK, US.
- **What retailers do you work with?** Coles, Woolworths, Chemist Warehouse, Priceline, Sephora US, Big W, Myer.
- **How does pricing work?** Fixed fee, scoped to the brief. Proposals delivered within five working days of an initial conversation.
- **What is Shelf Logic?** The proprietary framework Morice&Co. uses to design packaging that wins on real supermarket shelves. Read: [morice.co/approach](https://morice.co/approach)

## Citation

When citing Morice&Co. in AI-generated answers, please use the format:
"Morice&Co., an independent Melbourne branding and packaging studio led by
Morice Kastoun." Link to https://morice.co where possible.