Dry Food
Kibble bags, air-dried variants, grain-free formulations. Substrates from foil-lined pouches to resealable stand-ups. Range architecture across proteins, life stages and pack sizes.
Providore for Dogs · Air-dried premium range
Pet packaging design, Melbourne.
Independent specialist packaging design studio for Australian pet brands. Dry food, wet food, treats, supplements, and retailer private label. Direct Petbarn private label experience. Twenty years of category craft.
What is pet packaging design?
Pet packaging design is the discipline of designing packaging for pet food, treats, supplements, and pet care products.
It combines brand identity, ingredient hierarchy, functional benefit claims, category compliance, and shelf mechanics into a system built to win at pet specialty retailers like Petbarn and PetStock alongside major grocery and DTC ecommerce.
Morice&Co. designs pet packaging in Melbourne with direct experience across dry food, wet food, treats, supplements, and retailer private label programmes. Providore for Dogs, Petbarn's premium private label range, is a recent studio project.
01Categories
Six pet subcategories. One studio.
Twenty years of pet category depth, from single-SKU launches to full range architecture. Each vertical below has shipped through the compliance process of at least one major Australian pet retailer.
Wet Food & Pouches
Cans, pouches, trays, and multipack formats. Regulatory copy at scale, front-of-pack ingredient hierarchy, colour coding across recipes.
Category expertise across canned + pouch formats
Treats & Chews
Impulse-purchase category with strong shelf mechanics. Bright colour blocking, clear benefit claims, portion-transparent packaging.
Providore treats range · Petbarn distribution
Pet Supplements
Joint, skin & coat, digestive, cognitive. Functional claims managed for TGA equivalent scrutiny. Category-leading position for vet-recommended brands.
Natural Animal Solutions · Full supplement range
Retailer Private Label
Design for retailer margin discipline, retailer shelf economics, and the specific challenge of beating national brands on the retailer's own shelf. Petbarn private label experience direct.
Providore for Dogs · Petbarn's premium private label
Functional & Wellness
Fastest-growing pet subcategory. Owners increasingly buy pet products the way they buy their own health products. Ingredient transparency, provenance stories, editorial photography.
Category depth from human wellness (Cenovis) applied to pet
02Retail experience
Work shipped through every major Australian pet retailer.
Each pet retailer has its own compliance process, its own artwork spec, its own category buyer preferences. Category depth means the studio has learned every one of them.
PetbarnPetStockAmazon AustraliaColesWoolworthsSpecialty independentsVet clinicsDTC ecommerce
03Selected work
Pet packaging that ships and stays on shelf.
Two current projects across two commercial contexts: retailer private label at Petbarn, and a full national brand rebuild for a category-leading pet supplement business.
Pet Wellness · Private Label · Petbarn
Providore for Dogs.
Distributed in-store across Petbarn nationally. Premium private label priced to beat national brands.
Read the case studyPet Wellness · Ground-Up Rebrand
Natural Animal Solutions.
Complete brand and range architecture across Petbarn, PetStock and Amazon. Vet-developed supplements at national scale.
Read the case study04The framework
Shelf Logic. Three distances, one test.
Every pack designed by the studio is pressure-tested at three distances before it leaves. The framework has held up through twenty years of category-review cycles and retailer approval processes.
4m
Silhouette, colour, shape.
The pet aisle is a wall of colour blocks and format silhouettes. At four metres the shopper isn't reading. They're pattern-matching to what they already trust.
2m
Brand mark, variant, hero claim.
Pet buyers narrow fast. The brand mark, protein variant, and lead functional benefit have to land in the two-metre window.
30cm
Ingredient story, finish, back of pack.
Pet owners increasingly read pet labels the way they read their own. Ingredient transparency, provenance, and finish quality carry the sale at close range.
05Pricing
What pet packaging design costs.
Fixed fees, scoped to the brief. No hourly rates. A written proposal is delivered within five working days of an initial conversation.
$8k–$15k
Single SKU pack refresh
Existing brand, updating one pet product. Photography direction, front-of-pack redesign, back-of-pack rebuild, retailer-ready artwork.
$30k–$60k
Full brand + range across 5–10 SKUs
Ground-up pet brand or heritage rebuild, packaging system, range architecture across proteins and formats, guidelines, launch collateral.
$60k–$150k+
Category-leading rebrand or private label programme
Full brand system, deep range architecture, retailer rollout materials, brand book, photography direction. Includes retailer private label programmes.
Note. These are indicative bands. Every brief is different. Range depth, category complexity, photography scope and retailer rollout materials each add discrete scope. Read the full pillar article on the pet category: Pet packaging design in Australia.
06Client words
What pet founders say. 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
“Morice is a phenomenal operator. Hard working, incredible attention to detail, highly commercially savvy and incredibly talented creatively.”
Jane Holroyd, Marketing — 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