Craft beer cans
Printed cans and shrink sleeves for core and limited releases, with a brand system that flexes for each new beer.
Beer label and craft beer can design.
Cans, bottle labels, multipack cartons and tap badges for breweries, from heritage lagers to new craft ranges. Designed to stand out in a crowded fridge and to carry every mandatory alcohol label element.
What does beer packaging design involve?
Beer label and can design is the design of can wraps and printed cans, bottle labels, multipack cartons, cases and tap badges for lagers, ales, craft ranges, seasonal releases and low or no alcohol beers.
The beer fridge is one of the most crowded shelves in retail. A craft brewery may release a new can every month, a heritage brand has decades of cues to protect, and both have to fit the pregnancy warning, standard drinks and alcohol content on a small curved surface.
Morice&Co. worked on James Boag's for Lion, a Tasmanian brewer since 1881, auditing every shelf-facing cue across the portfolio and sharpening the system for national rollout through Dan Murphy's and BWS.
00Our position
Every heritage cue is a trust marker.
On Boag's, the wordmark, the Tasmanian provenance line and the dark green were doing 80 percent of the work. Know which cues carry the brand before you change anything.
A craft range needs a system, not a series of posters.
One-off can art is fun until there are thirty of them. A consistent brand block with room for each release keeps the brewery recognisable in the fridge.
Design the can in the fridge, not on the screen.
Cans are seen side-on, chilled, under fluorescent light and among dozens of others. Test the design as a block in context.
01What we design
Beer formats we design.
Each format has its own print process, from digital short runs to printed aluminium.
Bottle labels
Front, back and neck labels for heritage and premium beers, where finish and paper carry quality.
Multipacks and cartons
Four-packs, six-packs and cases that build a strong shelf block and carry the pregnancy warning too.
Range architecture
Core range, seasonals and limited releases organised so drinkers can find their beer and try a new one.
Low and no alcohol
Zero and mid-strength beers that read as a genuine choice, not a compromise.
Tap badges and on-premise
Tap decals, coasters and venue materials that carry the brand onto the bar.
02The rules
What a beer label has to carry.
Beer follows the Food Standards Code, including Standard 2.7.1 for alcohol warnings, and the industry's marketing code.
Pregnancy warning
Mandatory since 31 July 2023 on drinks above 1.15% alcohol: the FSANZ pictogram, PREGNANCY WARNING in red and the set statement, on every container and outer pack. For 200 to 800 mL packs the pictogram is at least 6 mm, with 3 mm clear space.
Alcohol content and standard drinks
Alcohol by volume and the number of standard drinks in the container, in the required form.
ABAC and appeal to minors
The ABAC Responsible Alcohol Marketing Code covers packaging. Colours, characters or names with strong appeal to minors breach it, and pre-vetting approval does not protect a pack from a later complaint.
Allergens
Gluten and any other allergens declared in the Plain English Allergen Labelling format where they apply.
Net contents and origin
Net volume to trade measurement rules, plus the supplier's details and country of origin information.
Retailer specifications
Barcode and carton requirements for Endeavour Group (Dan Murphy's, BWS), Liquorland and independents.
03Selected work
Work that proves it.
James Boag's for Lion and 5 Seeds Cider for Asahi Beverages, both ranged nationally through Australia's major liquor retailers.
Beer · Heritage Re-systematisation
James Boag's.
A Tasmanian brewer since 1881. Every shelf-facing cue audited and ranked, then the system sharpened across the range for Dan Murphy's, BWS and national rollout. For Lion.
Read the case studyCider · Premium Tier Launch
5 Seeds Cider.
A premium cider tier with the character of a spirits brand, built to carry one SKU into a five-SKU portfolio across Coles and Dan Murphy's. For Asahi Beverages.
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