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Pet food and pet product packaging design.

Pet packaging that sells to the owner and survives the retailer. Designed in Melbourne for Petbarn, Petstock, grocery and online, across pet food, treats, supplements, grooming products and private label.

Pet work in market: Providore, Petbarn's premium private label range for dogs and cats (10 SKUs); Natural Animal Solutions, a veterinary supplement brand sold through vets, pet specialty and pharmacy, rebranded for its 20th anniversary (35 SKUs); the Houndztooth need-state supplement range (10 SKUs); Poseidon Animal Health's DigestiveEQ and DigestiveK9 ranges; Nose to Tail pet food; and the Bare Hound dog treat brand.

Start a project →See Providore case study
ModelFounder-led
Pet retailersPetbarn · PetStock · Amazon
Response2 working days

What is pet packaging design?

Pet packaging design is the discipline of designing packaging for pet food, treats, supplements, grooming 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. is a Melbourne packaging design studio that designs pet food, treat, supplement and grooming packaging for Australian pet brands, with direct experience across dry food, wet food, treats, supplements, pet care and retailer private label programmes. Providore for Dogs, Petbarn's premium private label range, is a recent studio project.

00Our position

Pet food is bought by a person, not a pet.

The shopper reading the back of the bag is the most claim-aware buyer in the supermarket. The pack has to earn their trust with ingredient transparency and sourcing first, and only then be charming.

On the pet shelf, private label is the competitor.

Petbarn and PetStock range their own premium brands next to yours. We designed one of them, Providore for Dogs. A national brand pack has to beat the retailer's own range at a glance, on the retailer's own shelf.

Transparency is the price of entry, not the point of difference.

Every serious pet brand lists its ingredients and its sourcing now. What separates the winners is range architecture: a system that lets the shopper find the right life stage, protein and format in seconds.

01Categories

Seven pet subcategories. One studio.

Packaging design across seven pet subcategories, 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.

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

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.

Ingredient-led packaging discipline

Grooming & Pet Care

Shampoos, conditioners, dental, flea and tick, wipes and sprays. Bottles, tubes and sachets bought on the beauty aisle's logic: scent, gentleness and a clear job on the front, with the dosing and safety copy handled on the back.

Beauty and wellness packaging discipline applied to pet
By productPet Food Packaging Design.By productPet Treat Packaging Design.By productPet Supplement Packaging Design.By productPet Grooming Packaging Design.By productPet Private Label Packaging Design.
02Retail experience

Work built to Australian pet retailer specifications.

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 study
Pet 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 study
See all case studies
04The framework

Shelf Logic. Three distances, one test.

Every pack designed by the studio is pressure-tested at three distances before it leaves. The framework holds up through 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.

Simple, honest pricing with no surprises. A written proposal within five working days of a first conversation.

$150/hr
One rate, every project
Every project is calculated at $150 an hour + GST. The rate reflects the time it takes to deliver strategically sound, expertly crafted work, and the quote is fixed against a written scope before anything starts.
From $3,500
Existing brand: packaging
You have a brand and need the pack. Most single-pack projects start here: concepts, refinement and print-ready artwork. Ranges are scoped to the number of SKUs.
$5k–$10k
Start-ups and new brands: branding and identity
Branding comes first. The packaging is built on it, so the two go hand in hand. Start-up branding typically sits at $5k to $10k: strategy up front, category analysis and audits, and three to five concepts, each with a clear purpose, exploring every opportunity to launch on a sound, winning formula. Includes all logo files and a mini style guide. Packaging is then scoped on top.
Have a budget?
Tell us and we'll work to it
Share what you're working with and we'll break down what's achievable.
Note. Printing, photography and regulatory review are quoted separately. For what drives the cost of packaging design across the Australian market, read the guide: How much does packaging design cost 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
FAQCommon questions

Everything you might want to ask about pet packaging design.

Eight of the most frequent questions Morice&Co. gets asked before a pet packaging brief. If yours isn't here, get in touch. The answer is usually a short email away.

  • 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 claims, category compliance, and shelf mechanics into a system built to win at pet specialty retailers like Petbarn and PetStock, alongside major grocery (Coles, Woolworths) 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.

  • Both, in one person. Morice Kastoun is a graphic designer who specialises in packaging. The brand identity, the pack, the range system and the print-ready artwork are designed together, by the same hands, so the logo works at 4 metres on a Petbarn shelf and the ingredient panel survives the retailer's compliance check.

  • Morice&Co. designs pet packaging that ships through Petbarn (including their premium private label range Providore for Dogs), PetStock, Amazon Australia, Coles, Woolworths, specialty independents, vet clinics, and direct-to-consumer channels. Every pack passes each retailer's compliance and print-production requirements before it leaves the studio.

  • Yes. Morice&Co. designed Providore for Dogs, Petbarn's premium private label pet food range. Private label work demands the same craft as a national brand plus a deeper understanding of retailer margins, shelf economics, category tier logic, and competing against national brands on the retailer's own shelf. If you are a retailer or a private label supplier, the studio understands the constraint set.

  • Morice&Co. calculates every project at $150 an hour + GST, and the quote is fixed against a written scope before work starts. Packaging for an existing brand starts from around $3,500 for a single pack, and branding for start-ups and new brands from $5,000 to $10,000, including strategy, category analysis, three to five concepts, logo files and a mini style guide. Ranges are scoped to the number of SKUs. Have a budget? Tell us and we'll work to it and break down what's achievable. A written proposal follows within five working days of a first conversation.

  • A typical pet packaging project runs eight to sixteen weeks from brief to production-ready artwork. Timelines flex with range depth, manufacturing lead-times, and retailer approval calendars. Petbarn and PetStock category-review windows often set the actual go-live date, so timelines are usually built backwards from those.

  • Yes. Pet food labels in Australia carry regulatory copy around ingredient percentages, feeding guidelines, life stage claims, and country-of-origin labelling. Functional pet supplements have their own compliance layer. The best pet packaging designs treat regulatory copy as part of the design system from day one, not as fine print squeezed in at the end. Morice&Co. builds compliance into the pack architecture rather than around it.

  • Dry food (kibble, air-dried), wet food and pouches, treats and chews, pet supplements (joint, skin and coat, digestive, cognitive), functional and wellness pet products, and retailer private label programmes. Packaging design for pet brands across Australia.

  • Yes. Every pack ships with retailer-ready, manufacturing-aware artwork. Dielines aligned to the printer, ink specifications, varnish and foil callouts, regulatory copy, pre-press checks. The studio works directly with pet packaging manufacturers and label converters across Australia.

  • Stand-up and flat-bottom pouches for dry food and treats, wet food pouches and trays, tubs and jars for supplements, cartons and shelf-ready outers. Barrier film, zip closures, window placement and chew-resistant structures are specified with the converter early because they change the printable area and the print process.

  • Yes. The studio works nationally and internationally over video. Petbarn and PetStock compliance is the specialism and the shelf mechanics transfer to any pet specialty or grocery retailer.

  • Range architecture and a clear ingredient story. The pet aisle is deep and the retailer's own premium brand sits in it, so the pack has to signal protein, life stage and format from two metres and then prove sourcing at thirty centimetres. Paw prints and cartoon dogs do neither.

Related reading
GuidePet packaging in Australia: the category playbook.GuidePet packaging for Petbarn, Petstock and grocery: the requirements.NotesPet packaging design in Australia.NotesPet wellness is the next supplement category.Case studyProvidore for Dogs · Petbarn private label range.Case studyNatural Animal Solutions · pet supplement brand.NotesWhat makes packaging win on Coles and Woolworths shelves.NotesHow to brief a packaging designer.
Currently taking briefs · Q3 and Q4 2026

Bring the brief. We'll bring the shelf.

Written proposal within five working days. Fixed fee, scoped to the brief. Response within two working days on every enquiry.

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