Chewable tablets
The children's staple. Bottle labels with a clear age tab, flavour cue and count, and the actives named on the front.
Kids' supplement packaging design.
Packaging for children's vitamins, chewables, gummies and kids' wellness ranges. Designed so a parent can find the right product from across the aisle, and a child is happy to take it.
What makes kids' supplement packaging different?
Kids' supplement packaging design is the design of bottles, tubs, pouches and cartons for children's vitamins, chewable tablets, gummies, liquids and powders: immunity, calm, focus, fussy eating, gut health and daily multivitamins.
The parent is the shopper and the child is the one taking it. The pack has to feel friendly enough for a child, credible enough for a parent who reads every label, and never so much like a lolly that a pharmacy buyer, or a parent, starts to worry. Underneath, most children's supplements are still listed medicines, so every TGA labelling rule applies.
Morice&Co. has just completed a full-range relabel for an Australian children's supplement brand, launching in 2026, built around five need states with their own colour and icon. The studio also contributed to the Cenovis heritage rebuild, co-designed with Cowan Design.
00Our position
Design for the parent in a hurry.
A parent buying a kids' supplement asks three questions: what does it do, is it right for my child's age, and what is in it. The front of pack should answer them in that order.
Navigate by need, not by ingredient.
Parents shop by problem: immunity, sleep, fussy eating, gut. A colour and an icon for each need state lets them find the right product without reading a word, and lets the range grow without a redesign.
Friendly, never confectionery.
Kids' packs can be warm and playful. They cannot look like lollies. Restraint on the lockup and clarity on the dose keep the pack on the right side of the pharmacy shelf.
01What we design
Kids' supplement formats we design.
Each format carries a dose, an age guide and directions. The regulatory panel is sized first, then the design is built around it.
Gummies
A growing, food-like format that is still a listed medicine if it carries indications. Big hero panel, resealable pouch or tub, and careful dosing copy.
Liquids and drops
Dose by age with a cup, syringe or dropper. Directions on the main label do real work, so they are designed, not squeezed.
Powders and sachets
Fussy-eater and gut health formats mixed into food or drink. The outer pack carries the mandatory content, the sachet carries name, batch and expiry.
Need-state ranges
Immunity, calm, focus, fussy eating and gut health as a system: one structure, a colour and icon per need, and an age guide in a fixed position.
Age-tiered architecture
Ranges that extend from toddlers to teens, with a look for each age that still reads as one family.
02The rules
The rules that shape a children's supplement label.
Most children's vitamins and supplements are listed complementary medicines regulated by the TGA. The labelling standard changed in October 2026.
AUST L and the main label
The medicine name, active ingredients and their quantities as one uninterrupted unit, the dosage form and count, and the AUST L number on the main label.
Dose by age
Directions for each age group and the warnings required for children. Mandated statements use the exact wording set by the TGA.
TGO 116
TGO 92 sunset on 1 October 2026. Its replacement, TGO 116, was published on 29 September 2026, with a five-year transition to 1 October 2031.
Permitted indications
Claims are limited to the TGA's permitted indications. Supports immune health is a claim the pack can make. Prevents colds is not.
Medicine or food
A fortified food or kids' protein shake sits under the Food Standards Code instead, with a nutrition panel and no therapeutic claims. Decide which before design starts.
Batch, expiry and shelf life
Batch and expiry with their prefixes, legible on every pack. Chemist Warehouse only accepts stock with twelve months of shelf life remaining.
03Selected work
Work that proves it.
The kids' relabel launches in 2026. Until then, Cenovis shows the vitamins work and Natural Animal Solutions shows how a need-led supplement range is built as one system.
Vitamins & 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 studyPet Supplements · Ground-Up Rebrand
Natural Animal Solutions.
Ground-up rebrand of a vet-developed pet supplement brand sold through Petbarn, PetStock and Amazon. One system across identity, range architecture, packaging and retailer sales tools.
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.
“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
“The entire process is easy and enjoyable each time we work on a new project together. I'm consistently impressed with the speed, communication, eye for detail and quality of the finished product from Morice&Co.”
Kate Dawson, Marketing · Poseidon Animal Health