Dog shampoo and conditioner
The hero of the category. Bottle and pump formats, a clear job by coat or skin type, and a range that shelves as a family.
Dog shampoo and pet grooming packaging design.
Packaging for dog shampoo, conditioner, sprays, wipes, dental care and paw balms. Pet grooming is now bought the way owners buy their own personal care, and the packs have to keep up.
What is pet grooming packaging design?
Pet grooming packaging design is the design of bottles, pumps, tubes, sachets and wipes for dog shampoo, conditioner, detangling sprays, cologne, wipes, dental care, ear cleaners and paw balms.
The category has moved from the back of the pet shop to the front. Owners choose a dog shampoo on scent, gentleness, ingredients and how it looks on their bathroom shelf. Beauty-aisle cues now set the bar, while the label still has to carry directions, cautions and honest claims.
Morice&Co. brings beauty and personal care packaging experience, including Australian Glow and Dr Pickles, to pet grooming brands across Australia.
00Our position
Pet grooming is bought on beauty logic.
Scent, texture, gentleness and a bottle that looks good in the bathroom. A dog shampoo competes with the owner's own products, not just the next pet brand.
Say the job on the front.
Itchy skin, puppy, whitening, odour, detangling. Owners shop by problem. One clear job on the front beats six benefits in small type.
A therapeutic claim changes the product.
Flea, tick and medicated claims bring APVMA registration into play. Cosmetic grooming and treatment products need to be designed as different things.
01What we design
Pet grooming products we design.
Each product type has its own format, its own regulatory question and its own place on the shelf.
Sprays, colognes and detanglers
Leave-in products sold on scent and finish. Beauty cues, with usage directions kept short and clear.
Wipes and waterless wash
Convenience formats in flow-wraps and tubs. Count, size and use case on the front for quick decisions.
Dental care
Toothpaste, gels, water additives and brushes. A health-adjacent category where the claim wording matters.
Paw, nose and skin balms
Small tins and tubes with premium cues. The same skin-care craft that sells human balms.
Ear and eye cleaners
Clinical-adjacent products with careful directions and cautions, designed for owners and vet clinics alike.
02The rules
What shapes a pet grooming label.
Most pet grooming products are not pet food, so AS 5812 does not apply. The rules that matter are claims law, the APVMA line and good directions.
Cosmetic or veterinary product
A shampoo that cleans and conditions is a consumer product. One that kills fleas or treats a skin condition is regulated by the APVMA and needs registration and an APVMA number on the label.
Claims that hold up
Natural, hypoallergenic, vet approved and soap free all need to be true and supportable under the Australian Consumer Law.
Directions and cautions
How to use, how often, what to avoid and first aid where needed. On a bottle, this panel is sized before the front is designed.
Ingredients
Owners increasingly read grooming ingredients like their own skin care. A clear, honest ingredient list is now a selling point.
Species and suitability
Dogs only, cats only, puppies from a certain age. Some ingredients safe for dogs are not safe for cats, so the pack must be clear.
Barcodes and retailer artwork
GS1 barcodes on curved bottles placed to scan, and artwork built to each retailer's specification.
03Selected work
Work that proves it.
Pet grooming now borrows its cues from beauty and personal care. Australian Glow and Dr Pickles show the craft we bring to it.
Beauty · Range Rebuild
Australian Glow.
Self-tan range rebuilt for Priceline, Chemist Warehouse and Sephora US. The beauty-aisle discipline that pet grooming now borrows.
Read the case studyPersonal Care · Tattoo Aftercare
Dr Pickles.
Aftercare range for skin that needs looking after. Gentle, clear and confident, with the directions doing real work on pack.
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.
“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
“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