Bread bags
Printed film bags with product windows. Brand and variant placed to survive gussets, folds and closures.
Bakery and bread packaging design.
Packaging for bread, wraps, rolls, cakes, biscuits and baked snacks. Designed for an aisle shopped on autopilot, where the pack has to be found in a second and still signal the craft inside the bag.
What makes bakery packaging different?
Bakery packaging design is the design of bread bags, wrap packs, cake and biscuit cartons, trays and flow-wraps for packaged baked goods sold in supermarkets, convenience and independent grocers.
The bread aisle is one of the most habitual in the store. Shoppers find their loaf in seconds, often without reading. A bakery pack has to be instantly recognisable to the regular, distinct enough to earn a trial from someone new, and honest about freshness, ingredients and allergens on a bag that is mostly transparent.
Morice&Co. worked on the Helga's Bakehouse Wraps and International Breads ranges, created in collaboration with Barker Brand Partners, expanding one of Australia's best-loved bakery brands across two new ranges in Coles, Woolworths and IGA.
00Our position
Loved brands do not reinvent. They earn the right to expand.
In bakery, recognition is the asset. A new range should be distinct enough to be picked up and familiar enough to stay part of the family.
Bread that looks like bread.
Warm, honest photography and the product itself through the window beat an over-styled marketing image. Shoppers judge freshness with their eyes.
Design for the bag, not the flat artwork.
Bread bags gusset, fold and twist. The brand and the variant have to survive the crumple and the clip on a crowded shelf.
01What we design
Bakery formats we design.
Each format has its own print process, its own window logic and its own place in the aisle.
Wraps and flatbreads
Resealable packs where the product is mostly hidden. Format, size and count up front, with a strong range colour system.
Rolls, buns and specialty breads
Multi-pack and occasion formats, from burger buns to international breads, each with a clear use on the front.
Cakes and sweet bakery
Cartons and clamshells where appetite appeal and indulgence carry the sale.
Biscuits and baked snacks
Flow-wraps, trays and cartons for the snack aisle, built to stand out in a dense, colourful fixture.
Gluten free and better-for-you
Free-from and wholegrain ranges where the benefit is clear but the bread still looks delicious.
02The rules
What a bakery label has to carry.
Packaged baked goods follow the Food Standards Code like any packaged food, with a few points that bite harder in bakery.
Allergens, PEAL format
Allergens in bold in the ingredients and a separate Contains statement. Wheat, gluten, sesame, milk and egg are common in bakery and must be unmistakable.
Date marking
Best before or use by, legible on a moving bag closure or clip, and fitted to the bakery's coding process.
Nutrition information panel
Per serve and per 100 g, with serve sizes that make sense for slices, wraps or biscuits.
Country of origin
The standard country of origin mark with the Australian ingredient bar chart where required.
Health Star Rating
Voluntary today. Food ministers asked FSANZ to prepare a mandate proposal in February 2026, so leave room for it on the front.
Legibility
Mandatory information must be legible, prominent and in contrasting colour, which on a clear film bag needs a printed background.
03Selected work
Work that proves it.
Helga's, created in collaboration with Barker Brand Partners, and DON Crafted, created in collaboration with Disegno, both sell through Coles and Woolworths nationally.
Bakery · Range Design
Helga's Bakehouse.
Bakehouse Wraps and International Breads ranges for one of Australia's best-loved bakery brands, across Coles, Woolworths and IGA. Created in collaboration with Barker Brand Partners.
Read the case studySmallgoods · Premium Tier
DON Crafted.
A premium tier for a smallgoods icon since 1947, plus a core range refresh, rolled out nationally through Coles and Woolworths. Created in collaboration with Disegno.
Read the case study04Pricing
What it costs.
Fixed fees, scoped to the brief. No hourly rates. A written proposal within five working days of a first conversation.
$5k–$10k
Single SKU pack refresh
Existing brand, updating one product. Front-of-pack redesign, back-of-pack rebuild, retailer-ready artwork.
$20k–$60k
Full brand + range across 5–10 SKUs
Ground-up brand or rebuild, packaging system, range architecture, guidelines and launch collateral. Naming, strategy and photography each add scope.
$60k–$150k+
Category-leading rebrand or private label programme
Full brand system, deep range architecture, retailer rollout materials, brand book and photography direction.
05Client words
In their own words.
“I've worked with Morice for over 10 years. He combines strategic thinking with outstanding design craft, understands the brief, the brand and the business goal, and delivers work that is polished, on-brand and effective.”
Nathan Caston, Marketing Manager · NKA
“Morice is simply elite. If you're looking for a designer who actually gets your brand, not someone who makes things look pretty, he's your guy. Sharp, clean work delivered without the usual back-and-forth drama.”
Beau London, Founder · frasé skin