Range review packs
Retail-ready packaging and mock-ups for the category review, so the buyer sees the product as it will sit on shelf.
Packaging design for Coles and Woolworths suppliers.
Retail-ready packaging for brands pitching to, or already ranged at, Coles and Woolworths. Built to win the buyer, pass compliance and scan at the distribution centre, first time.
What does Coles and Woolworths packaging need?
Coles and Woolworths packaging design is the design of consumer packs, cartons and shelf-ready packaging for brands supplying Australia's two largest supermarkets, from a first range review pitch to a national rollout.
Coles checks a pack at three gates: the buyer, compliance and the distribution centre. Woolworths sets its rules in its Packaging and Barcode Specifications and Supply Standards and scores compliance at its distribution centres through a Vendor Quality Compliance system. Most rejections are not about design. They are barcodes that do not verify, cartons over the weight limit, shelf-ready packs that do not open cleanly, and mandatory labelling that is present but not legible.
Morice&Co. has worked on national supermarket ranges including DON Crafted, created in collaboration with Disegno, and Helga's, created in collaboration with Barker Brand Partners, both rolled out through Coles and Woolworths.
00Our position
The pack is the thing in the buyer meeting that proves the gap exists.
Range reviews are decided on data and on whether a product fills a gap. A retail-ready pack makes the case. Get it ready before the submission, not after the yes.
Design for three customers, not one.
The buyer, the compliance team and the distribution centre each check something different. A pack that delights one can be rejected by another.
Win at two metres, prove it at thirty centimetres.
The supermarket shelf is shopped fast. Brand, variant and the hero claim have to land from the aisle, and the detail has to hold up in the hand.
01What we design
What we design for supermarket suppliers.
Everything the pack needs to earn the shelf and clear the system behind it.
Consumer packs and range systems
Front-of-pack hierarchy and a range system that reads as a block in the aisle.
Shelf-ready packaging
Trays and cases that open cleanly, merchandise fast and keep the brand visible on shelf.
Cartons and logistics labelling
Outer cartons with compliant barcodes and logistic labels, designed with the packer.
Barcodes and verification
GS1 barcodes sized, placed and coloured to verify, on the unit and on the carton.
Launch and range extensions
New variants and premium tiers that fit the existing system and the next range review.
02The rules
What Coles and Woolworths check.
From the retailers' supplier standards, as set out in the studio's guides.
Coles documents
Coles Supply Standards, the Common Delivery Guidelines shared with Woolworths, the Coles Carton Logistic Labelling Requirements and, for Own Brand, the packaging materials and formats guidelines.
Woolworths VQC
Woolworths Packaging and Barcode Specifications and Supply Standards, with compliance scored at the distribution centre. Non-compliance costs money and can see a delivery rejected.
Carton barcodes
Every outer carton needs a GTIN in EAN-13, ITF-14 or GS1-128. UPC codes will not scan in Woolworths DCs, and carton barcodes need a verification report, renewed every twelve months.
Ranging requirements
An ABN, a GS1 GTIN, statutory labelling compliance, food safety certification where relevant, continuity of supply and signed trading terms.
Range review timing
Most categories are reviewed once or twice a year. Coles prefers pitches through RangeMe. Woolworths runs submissions through Partner Hub.
Food labelling law
Every consumer pack meets the Food Standards Code: ingredients, allergens, nutrition, country of origin, date marking and legibility.
03Selected work
Work that proves it.
DON Crafted, with Disegno, and Helga's, with Barker Brand Partners, are both ranged nationally at Coles and Woolworths.
Smallgoods · 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 studyBakery · 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 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