Punnet and clamshell labels
Lid and side labels for berries, tomatoes and stone fruit, where most of the pack is the product.
Fresh produce packaging design.
Packaging and labels for fruit, vegetables, salads and herbs. Designed for the produce section, where the product sells itself and the pack has to get out of its way while still saying who grew it, where, and why this one.
What makes fresh produce packaging different?
Fresh produce packaging design is the design of punnet labels, printed bags, flow-wraps, sleeves, clamshells and tray labels for fruit, vegetables, salads, herbs and mushrooms sold pre-packed in supermarkets and grocers.
Produce is the one aisle where the shopper judges the product directly. A good pack frames the food, keeps it visible, survives condensation in the cool room and on the display, and carries origin and grower information that shoppers in this section actively look for.
Before founding Morice&Co., Morice Kastoun designed fresh produce packaging for Aldi while at Disegno Design. Private label produce is a discipline of its own: dozens of lines, one retailer system, and a pack that has to read as fresh and good value at the same time.
00Our position
Show the food. Then get out of the way.
Windows, clear film and restrained graphics. In produce, a pack that hides the product reads as hiding something.
Origin is a selling point here.
Shoppers in the produce section look for where it was grown. Make origin and grower easy to find instead of burying them in the legal block.
Design for the cool room.
Condensation, cold-chain handling and bulk display crates. Labels, inks and stocks have to survive all three and still look fresh on day five.
01What we design
Produce formats we design.
Each format has its own window logic, its own print process and its own job on the display.
Printed bags and flow-wraps
Potatoes, carrots, apples and citrus. Variety, use and origin up front, with a window that shows the produce.
Salad and leafy greens
Bags and bowls where freshness is judged in a glance and the variety has to be clear from a metre away.
Herbs and mushrooms
Small-format sleeves and punnets where space is tight and the name has to do the work.
Private label produce systems
One retailer look across dozens of lines and seasons, built so a new line drops into the system in a day.
Grower and premium ranges
Branded produce from named growers, where provenance and variety justify a higher price.
02The rules
What a pre-packed produce label has to carry.
Pre-packed fruit and vegetables follow the Food Standards Code and the country of origin rules, with a few exemptions that make produce simpler than most food.
Name, supplier and lot
The name of the food, the supplier's name and Australian address, and a lot or batch identification, like any packaged food.
Nutrition information panel
Not required for fruit and vegetables that are a single ingredient or a single category of ingredients, unless the pack makes a nutrition or health claim (Standard 1.2.8).
Country of origin
Packaged produce carries the standard country of origin mark. For produce in clear packaging, the Information Standard also allows the mark on labelling displayed with the food.
Net quantity
Under trade measurement law, in metric units on the front of the pack. Variable-weight packs need a weight label applied at packing.
Date marking and storage
A best-before or use-by date where shelf life requires it, plus any storage conditions the food needs to keep until that date, such as keep refrigerated for cut salads.
Claims
Organic, spray-free, locally grown and hydroponic are all representations under consumer law. Each needs evidence, and certified organic needs the certifier's rules.
04Pricing
What it costs.
Simple, honest pricing with no surprises. A written proposal within five working days of a first conversation.
$150/hr
One rate, every project
Every project is calculated at $150 an hour + GST. The rate reflects the time it takes to deliver strategically sound, expertly crafted work, and the quote is fixed against a written scope before anything starts.
From $3,500
Existing brand: packaging
You have a brand and need the pack. Most single-pack projects start here: concepts, refinement and print-ready artwork. Ranges are scoped to the number of SKUs.
$5k–$10k
Start-ups and new brands: branding and identity
Branding comes first. The packaging is built on it, so the two go hand in hand. Start-up branding typically sits at $5k to $10k: strategy up front, category analysis and audits, and three to five concepts, each with a clear purpose, exploring every opportunity to launch on a sound, winning formula. Includes all logo files and a mini style guide. Packaging is then scoped on top.
Have a budget?
Tell us and we'll work to it
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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