Dry food and kibble
Flat-bottom and stand-up bags from 1kg to 20kg. Front panel read as a thumbnail online and as a colour block in store. Windows considered early because they change the film and the print run.
Pet food packaging design.
Dog and cat food packaging for Australian brands. Dry, wet, air-dried and fresh ranges, designed to sell to a claim-aware owner and to clear Petbarn, Petstock and grocery from day one.
What does pet food packaging design involve?
Pet food packaging design is the design of bags, pouches, cans and trays for dog and cat food, from a single recipe to a full range across proteins, life stages and pack sizes.
The job is part brand, part system, part compliance. The pack has to tell an owner what the food is and what is in it from two metres, let them find the right protein and life stage in a deep aisle, and carry every element the Australian standard AS 5812 expects on the label.
Morice&Co. designed Providore for Dogs, Petbarn's premium private label pet food range, and works with pet brands across Australia on dry, wet and air-dried food packaging.
00Our position
Lead with what it is, not what it is free from.
Grain free, no fillers and no nasties are category anxiety copied from overseas brands. Owners trust a pack that names the protein and the hero ingredient first. Free-from belongs in a secondary band.
The range is the product.
Most pet food is bought as a repeat. If an owner cannot find their dog's recipe again in five seconds, the brand loses the sale to whatever is next to it. Protein, life stage and format need to work as a system, not a label change.
Photograph the food like food.
A styled ingredient shot beats a pile of kibble on white. On Providore we photographed the meat like a butcher's window. Owners who read every label respond to food that looks like food.
01What we design
Pet food formats we design.
Each format changes the printable area, the print process and how the shopper reads the pack. The format is specified with your converter before the design starts.
Air-dried and premium
The fastest-moving tier in specialty. Restraint, ingredient-led photography and a confident wordmark signal premium better than black and gold. This is where Providore sits.
Wet food, cans and pouches
Small panels, many recipes. Colour coding by protein, a consistent layout so the range shelves as a block, and the full regulatory copy fitted without crushing the front.
Fresh, frozen and raw
Chilled and frozen formats with cold-chain handling, storage instructions and thawing directions on pack. Clarity and food safety come before personality.
Toppers and mixers
Complementary food that sits beside the main meal. The nutritional adequacy statement has to say so, and the pack has to explain how to use it in one line.
Multipacks and shelf-ready outers
Variety packs, cartons and shelf-ready trays that keep the range system intact when the unit packs are hidden inside.
02The rules
What has to be on a pet food label in Australia.
There is no federal pet food labelling law. The benchmark is AS 5812:2023 Manufacturing and marketing of pet food, mandatory for Pet Food Industry Association of Australia members and the standard retailers expect. We build these elements into the layout from the first concept.
Species and PET FOOD ONLY
The words PET FOOD ONLY and an image of the species the food is for. Where the brand already uses a dog or cat as its hero, the brand itself does the job.
Nutritional adequacy statement
Whether the food is complete and balanced for a stated life stage, or for intermittent or supplemental feeding. It shapes the whole range architecture.
Ingredients and analysis
Ingredients in descending order by weight, naming the species of meat, plus the guaranteed analysis of protein and fat at minimum.
Feeding guide and net quantity
Directions by weight or life stage, and a net quantity that meets trade measurement rules for size and position on the principal panel.
Claims that hold up
The ACCC enforces the Australian Consumer Law on every claim. Human grade, unsupported percentages and Australian made on imported ingredients are the usual traps.
Barcodes and retailer artwork
GS1 barcodes sized and placed for scanning, and artwork that meets the retailer's own specification before it reaches the buyer.
03Selected work
Work that proves it.
Providore is Petbarn's premium private label pet food range. Natural Animal Solutions is a national pet wellness brand across Petbarn, PetStock and Amazon.
Pet Food · Private Label · Petbarn
Providore for Dogs.
Petbarn's premium private label pet food range. Heritage wordmark, dog-silhouette mascot and butcher's-window ingredient photography, built to hold a premium price next to the national brands.
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