Kombucha and kefir
Live, fermented drinks where freshness, storage and a natural story matter. Fermented drinks need alcohol content monitored.
Functional drinks packaging design.
Cans and bottles for kombucha, kefir, prebiotic and adaptogenic sodas, energy, hydration and protein drinks. The fastest-growing part of the drinks fridge, where the function has to read in a second.
What is functional drinks packaging design?
Functional drinks packaging design is the design of cans, bottles and multipacks for drinks bought for a benefit: gut health, energy, focus, hydration, calm or protein, as well as taste.
The category moves fast and borrows from both soft drinks and supplements. Shoppers decide in the fridge in a second, so the benefit, the flavour and the brand have to land together, while the claims stay within food law. A drink cannot make the therapeutic claims a listed medicine can.
Morice&Co. combines national beverage experience, including 5 Seeds Cider for Asahi Beverages and James Boag's for Lion, with health and supplement packaging experience such as the Cenovis heritage rebuild, co-designed with Cowan Design.
00Our position
Function is a design constraint, not a claim tacked on.
If the drink is for gut health or focus, the whole pack should say so through colour, structure and naming, not a burst in the corner.
Flavour still sells the second can.
The benefit earns the first try. Taste earns the repeat. Make the flavour as easy to find as the function.
Food rules, not supplement rules.
Most functional drinks are foods. The claims have to stay inside the Food Standards Code, which shapes what the front can say.
01What we design
Functional drink formats we design.
From a single hero can to a flavour and benefit matrix.
Prebiotic and gut-health sodas
Soft-drink cues with a clear benefit, built to win a trial against mainstream soda.
Energy and focus drinks
Caffeinated drinks with their own composition and labelling rules, designed to stand out without leaning on minor-appeal cues.
Hydration and electrolytes
Drinks, tablets and sachets bought on flavour and convenience.
Protein and recovery drinks
Ready-to-drink formats where the protein number leads.
Benefit and flavour matrices
Ranges organised by need and flavour so shoppers can navigate a growing line-up.
02The rules
What shapes a functional drink label.
Most functional drinks are foods under the Food Standards Code. A few rules matter more here than for ordinary soft drinks.
Health claims
Food health claims must meet the Food Standards Code's nutrition, health and related claims rules. Therapeutic claims belong to medicines, not drinks.
Caffeinated drinks
Formulated caffeinated beverages have their own standard, with caffeine limits and mandatory advisory statements.
Fermented drinks and alcohol
Kombucha and other fermented drinks above 1.15% alcohol become alcoholic beverages, with the pregnancy warning and alcohol labelling that follow.
Nutrition and ingredients
A nutrition information panel and ingredients with allergens in the Plain English Allergen Labelling format.
Health Star Rating
Voluntary today, with a mandate proposal in consultation. Leave room for it on the front.
Container deposit schemes
State container deposit marks where the scheme applies to the container type and size.
03Selected work
Work that proves it.
5 Seeds Cider for Asahi Beverages shows the beverage side. Cenovis, co-designed with Cowan Design, shows the health side.
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 studyVitamins & Minerals · Heritage Rebuild
Cenovis.
An 88-year heritage vitamins brand codified into one brand book and packaging system for Chemist Warehouse, Priceline, Coles and Woolworths. Co-designed with Cowan Design.
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