Home/Services/FMCG Packaging Design

FMCG packaging design.

Packaging that wins the three-second decision on an Australian shelf, from first concept to print-ready artwork. On shelf at Coles, Woolworths, Chemist Warehouse, Priceline and Petbarn, designed in Melbourne for brands anywhere.

Explore our specialist packaging design work in pet, beauty, and health and supplements.

Start a project →See selected work
ModelFounder-led
Verticals6 FMCG categories
Response2 working days

What is FMCG packaging design?

FMCG packaging design is the discipline of designing packs for Fast-Moving Consumer Goods. These are products that turn over quickly on supermarket, pharmacy and specialty retailer shelves.

It combines brand identity, structural design, on-pack copywriting, regulatory compliance and shelf mechanics into a single system built to win at arm's length, in three seconds.

Morice&Co. is an independent FMCG packaging design studio in Melbourne, Australia, working with founders and marketing teams building tomorrow's category leaders across Coles, Woolworths, Chemist Warehouse, Priceline, Petbarn, Big W, Myer and Sephora US.

00Our position

The shelf is the boss.

A pack is judged in three seconds from four metres, two metres and thirty centimetres. Every concept is tested at all three distances before it leaves the studio. That is Shelf Logic, and it is the only brief that matters.

Design for the buyer. Verify for compliance. Specify for the DC.

Coles and Woolworths are three customers in one: the category buyer, the compliance team and the distribution centre. A pack that only pleases the first never reaches the shelf.

A pack signed off in concept is not a pack ready to print.

Dielines, substrates, barcodes, regulatory copy and pre-press are where most FMCG packaging fails. The same senior hands carry the work from the first sketch to the file the printer runs.

01Categories

Six FMCG categories. One studio.

Packaging design across six FMCG categories, from single-SKU launches to full range architecture. Every vertical below has shipped through the compliance process of at least one major Australian retailer.

Health & Wellness

Supplements, vitamins, functional health. Every claim on pack designed to survive Chemist Warehouse and Priceline compliance.

Cenovis · Natural Animal Solutions

Beauty

Self-tan, skincare, cosmetics, haircare. Systems built to Priceline, Sephora US, Chemist Warehouse and Myer specifications.

Australian Glow · Sephora US launch

Pet Wellness

Pet food, treats, functional pet products, private label. Petbarn and PetStock shelf mechanics built into the pack from day one.

Providore for Dogs · Petbarn private label

Food

Smallgoods, artisan grocery, bakery, premium grocery. Retail-ready artwork built to Australian retailer specifications.

DON Smallgoods · Helga's Bakehouse · Pickles

Beverage

Craft beer, cider, functional beverages, spirits. Range architecture across bottle, can and multi-pack formats.

James Boag's · Five Seeds Cider

Premium Grocery

Private label, gourmet, provenance-led. Retailer-brief-first design that beats national brands on the retailer's own shelf.

Providore for Petbarn
02Retail experience

Work built to Australian retailer specifications.

Each retailer has its own compliance process, its own artwork spec, its own category buyer preferences. Category depth means the studio has learned every one of them.

ColesWoolworthsChemist WarehousePricelinePetbarnSephora USBig WMyer
03Selected work

What FMCG craft looks like on real shelves.

Four current projects across four categories. Each solved a different retailer constraint. Each is still holding its position on shelf.

Pet Wellness · Private Label · Petbarn

Providore for Dogs.

Distributed in-store across Petbarn nationally.

Read the case study
Pet Wellness · Ground-Up Rebrand

Natural Animal Solutions.

Complete brand + range architecture across Petbarn, PetStock, Amazon.

Read the case study
Beauty · Range Build & Rebrand

Australian Glow.

Range architecture designed to hold in Priceline, Chemist Warehouse and Sephora US.

Read the case study
Health & Wellness · Heritage Rebuild

Cenovis.

Heritage identity refreshed for the modern pharmacy shelf. Co-designed with Cowan Design.

Read the case study
See all case studies
04The framework

Shelf Logic. Three distances, one test.

Every pack designed by the studio is pressure-tested at three distances before it leaves. The framework holds up through category-review cycles and retailer approval processes.

4m

Silhouette, colour, shape.

At four metres the shopper isn't reading. They're pattern-matching. Colour and shape do the work.

2m

Brand mark, variant, hero claim.

At two metres the shopper has narrowed the choice. The brand mark, variant coding and headline claim have to land instantly.

30cm

Finish, substrate, back of pack.

At thirty centimetres the shopper is holding the pack. Finish, tactility, ingredient story, on-pack proof all get scrutinised.

05Pricing

What FMCG packaging design costs.

Fixed fees, scoped to the brief. No hourly rates. A written proposal is delivered within five working days of an initial conversation.

$5k–$10k
Single SKU pack refresh
Existing brand, updating one product. Photography direction, front-of-pack redesign, back-of-pack rebuild, retailer-ready artwork.
$20k–$60k
Full brand + range across 5–10 SKUs
Ground-up identity or heritage rebuild, packaging system, range architecture, guidelines, launch collateral. Where the number lands depends on what sits in front of the design: naming, brand strategy, category audit and tone of voice each add scope.
$60k–$150k+
Category-leading rebrand across 20+ SKUs
Full brand system, deep range architecture, retailer rollout materials, brand book, photography direction, DTC and digital extensions.
$5k–$10k
Brand identity only
No packaging. Logo, core brand assets and a mini style guide for a brand that needs a clean, usable identity fast.
$20k–$50k
Full branding programme
Naming, brand strategy, identity, brand assets, application across every touchpoint and full brand guidelines. Packaging quoted separately or folded into the range band above.
Note. These are indicative bands based on typical Morice&Co. engagements. Every brief is different. Range depth, category complexity, photography scope and retailer rollout materials each add discrete scope. Read the full pricing breakdown in the pillar article: FMCG branding: a complete guide.
06Client words

What founders say. In their own words.

“Morice and his team were absolutely amazing to deal with from start to finish. Passionate, reliable, and genuinely cares about the outcome. No job is too big or too small.”

Jackson Wilson, Owner · Australian Glow

“Working with Morice was one of the best decisions we made. His creativity, strategic thinking, and attention to detail were exceptional. The result is a bold, modern brand identity that perfectly captures who we are.”

Adam Rumpf, CEO · Natural Animal Solutions

“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
FAQCommon questions

Everything you might want to ask before you brief.

Nine of the most frequent questions Morice&Co. gets asked before an FMCG packaging brief. If yours isn't here, get in touch. The answer is usually a short email away.

  • FMCG packaging design is the discipline of designing packs for Fast-Moving Consumer Goods. These are products that turn over quickly on supermarket, pharmacy and specialty retailer shelves. It combines brand identity, structural design, on-pack copywriting, regulatory compliance and shelf mechanics into a single system built to win at arm's length, in three seconds. Morice&Co. designs FMCG packaging in Melbourne for food, beverage, health, wellness, beauty and pet categories, with work shipped to Coles, Woolworths, Chemist Warehouse, Priceline, Petbarn, Sephora US, Big W and Myer.

  • A single SKU pack refresh from an independent Australian studio typically starts around AUD $5,000 to $10,000. A full ground-up brand system with packaging across five to ten SKUs sits in the $20,000 to $60,000 range, depending on how much naming, brand strategy and category work the brief includes. A category-leading rebrand across a range of twenty or more SKUs, with new range architecture and full retailer rollout materials, ranges from $60,000 to $150,000 and beyond. Morice&Co. works on a fixed-fee model scoped to the brief, not hourly rates. A written proposal is delivered within five working days of an initial conversation.

  • A typical Morice&Co. FMCG packaging project runs eight to sixteen weeks from brief to production-ready artwork. The studio's four-stage rhythm is Listen (1-2 weeks discovery), Sharpen (2-4 weeks creative routes), Make (4-8 weeks full packaging suite and guidelines), then Ship (ongoing production files, retailer sales sheets, range extensions). Timelines flex with range depth and manufacturing lead-times.

  • Morice&Co. designs FMCG packaging that ships through Coles, Woolworths, Chemist Warehouse, Priceline, Petbarn (private label range Providore), Big W, Myer and Sephora US, plus specialty independent grocers, health food chains and direct-to-consumer ecommerce. Every pack passes each retailer's compliance and print-production requirements before it leaves the studio.

  • Look for a graphic designer with FMCG category experience, not a generalist. Retail and production knowledge, so the pack survives Coles, Woolworths and Chemist Warehouse compliance without a redesign. Range architecture, if you are building beyond one hero SKU. Finished artwork capability in-house, so concept and production don't hand off between separate teams. And senior creative involvement, because the person you brief should be the person shipping the files. Ask any studio for case studies in your category before you commit.

  • Health and wellness (supplements, vitamins, functional health), beauty (self-tan, skincare, cosmetics, haircare), pet wellness (pet food, treats, private label), food (smallgoods, artisan grocery, bakery, premium grocery), beverage (craft beer, cider, functional beverages, spirits), and premium grocery private label. Packaging design for brands across Australia in each of these.

  • Yes. Morice&Co. designed Providore for Dogs, Petbarn's premium private label pet food range. Private label work demands the same craft as a national brand plus a deeper understanding of retailer margins, shelf economics, category tier logic, and competing against national brands on the retailer's own shelf. If you are a retailer or a private label supplier, the studio understands the constraint set.

  • Yes. Every pack ships with retailer-ready, manufacturing-aware artwork. Dielines aligned to the printer, ink specifications, varnish and foil callouts, regulatory copy, pre-press checks. The studio works directly with the print supply chain and prepares finished packaging artwork to the supplied printer and retailer specifications.

  • General packaging design covers any product packaging: e-commerce boxes, gift packaging, one-off product launches, presentation packaging. FMCG packaging is a specialist sub-discipline built specifically for products that live on supermarket, pharmacy and specialty retailer shelves. It requires shelf mechanics, category buyer approval processes, regulatory copy compliance, range architecture, and manufacturing-aware artwork production that general packaging design typically doesn't touch.

  • Yes, and most briefs are. The studio is Melbourne-based and works with brands across Australia, plus New Zealand, Singapore, the UK and the US. Packaging is a file-and-shelf business, so video handles the working relationship perfectly well. In-person happens where a brief genuinely warrants the travel, usually a range review or a printer visit.

  • All the formats that go through Australian grocery and pharmacy: folding cartons, flexible pouches and sachets, labels for bottles and jars, shrink and tray multipacks, shelf-ready outers and cartons. Material and print process are specified with the printer early, because board, film and foil each change what the artwork can do.

  • Yes. The studio is in Melbourne and works nationally and internationally over video. Australian Glow's Sephora US launch and work for clients in Singapore, London and Los Angeles were run that way. Australian retail compliance is the specialism; the design travels.

  • A product, a sense of the retailer or channel you are aiming at, and your SKU list. You do not need a finished brand, a dieline or final copy; those are built during the project. A written proposal follows within five working days of the first conversation.

Related reading
GuideHow to get a product into Coles or Woolworths: the process, step by step.GuideColes packaging and artwork requirements: the complete guide.NotesFMCG branding: a complete guide for Australian brands.NotesColes, Woolworths, Chemist Warehouse. What they actually want to see.Case studyCenovis · supplement range refresh.Case studyFive Seeds · cider brand and pack system.
Currently taking briefs · Q3 and Q4 2026

Bring the brief. We'll bring the shelf.

Written proposal within five working days. Fixed fee, scoped to the brief. Response within two working days on every enquiry.

Start a project