Premium bottles
Labels, neck tags and closures where finish and paper signal the tier.
Cider packaging and label design.
Bottles, cans and multipacks for apple, pear and flavoured ciders. A category where the packaging carries more of the decision than almost any other drink.
What makes cider packaging different?
Cider packaging design is the design of bottle labels, cans, multipack cartons and point-of-sale for apple, pear, flavoured and premium ciders.
Cider drinkers have a different relationship with their category than beer drinkers do. They often tried it because something made them. Too restrained and a cider disappears next to wine. Too crafty and the mainstream walks past. The pack has to read confidently premium at a distance and approachable up close.
Morice&Co. worked on 5 Seeds Cider for Asahi Beverages, launching a premium tier that carried a single SKU into a five-SKU portfolio across Coles and Dan Murphy's.
00Our position
Premium is character, not restraint.
On 5 Seeds we stopped looking at premium cider and looked at premium spirits. The brands that own their tier have a distinct visual character that does not apologise.
The system has to survive a new SKU.
If a new flavour cannot enter the range without breaking it, the system is not finished. Design for the portfolio, not the launch pack.
The brand lives beyond the bottle.
Tap badges, neon signs, t-shirts and a single bottle in a fridge. A cider brand that works on all of them works on shelf.
01What we design
Cider formats we design.
From a hero bottle to a flavour range in cans, each format needs the same character.
Cans and slim cans
Printed and sleeved cans for flavoured and mainstream ciders, built to block well in the fridge.
Flavour ranges
Apple, pear, berry and seasonal flavours as one system, with colour and naming that make each easy to find.
Multipacks
Four-packs, six-packs and cases that carry the brand and the mandatory warnings.
Low and no alcohol
Zero-alcohol ciders designed as a real choice for the same drinker.
Brand applications
Tap badges, signage and merchandise that extend the brand into venues.
02The rules
What a cider label has to carry.
Cider follows the same alcohol labelling rules as beer and wine.
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 per container.
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.
Flavoured cider and minors
Fruity flavours and bright colours are where ciders most often drift towards appeal to minors. Keep the character adult.
Ingredients and allergens
Allergens such as sulphites declared where required, in the Plain English Allergen Labelling format.
Net contents and origin
Net volume to trade measurement rules, plus supplier details and country of origin information.
03Selected work
Work that proves it.
5 Seeds Cider for Asahi Beverages and James Boag's for Lion, both national beverage brands.
Cider · 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 studyBeer · 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 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