Brand idea and naming
A name and a story that can stand beside national brands. Providore's idea was a deli for dogs.
Pet private label packaging design.
Retailer-owned pet brands designed to compete with the national brands on the retailer's own shelf. We designed Providore for Dogs, Petbarn's premium private label pet food range.
What is private label pet packaging design?
Private label pet packaging design is the design of retailer-owned pet brands: the identity, packaging system and range architecture for a pet food, treat or care range sold under the retailer's own name or a brand the retailer owns.
The brief is not a cheap house brand any more. Pet specialty retailers range premium private label beside the national brands, and the pack has to justify its price, hold a margin and earn repeat purchase without the support of a national advertising budget.
Morice&Co. designed Providore for Dogs, Petbarn's premium private label pet food range, from the wordmark and illustration system to photography direction, pack copy and retailer liaison.
00Our position
Premium private label is a brand, not a house brand.
Providore was briefed to earn a premium price next to national brands a metre away. That takes a real brand idea, not a retailer logo on a template.
The pack does the advertising.
Private label rarely has a media budget. The packaging, the shelf block and the photography have to do the work that TV does for a national brand.
Design for the retailer's system as well as the shopper.
Margin, supplier changes, range reviews and artwork approvals are part of the brief. A system that survives a supplier swap is worth more than a pretty pack.
01What we design
What a private label programme includes.
From a single hero range to a full tiered architecture, the programme is built to scale across suppliers and range reviews.
Identity and illustration system
A wordmark and a constant visual anchor, like Providore's dog silhouette, that ties every SKU together.
Range architecture and tiering
Good, better, best or a single premium tier, with clear rules for proteins, life stages and formats.
Photography direction
Ingredient-led photography that signals quality. Providore photographed meat like a butcher's window.
Templates for multiple suppliers
Artwork systems that let different manufacturers produce consistent packs, with clear rules for each panel.
Retailer liaison and approvals
Working through the retailer's category, quality and artwork approval steps so the range launches on time.
02The rules
What private label adds to the brief.
Private label pet packs carry every pet food requirement, plus the retailer's own rules and commercial realities.
The pet food standard
AS 5812:2023 labelling elements on every SKU, including the nutritional adequacy statement, ingredients, analysis and feeding guide.
Retailer artwork specifications
The retailer's own brand guidelines, barcode rules, legal panels and approval workflow, applied consistently across suppliers.
Supplier and manufacturer changes
Private label ranges change suppliers. The artwork system must survive a new manufacturer without the range drifting.
Claims and comparisons
Comparative and quality claims against national brands must hold up under the Australian Consumer Law.
Margin and print economics
Print processes, finishes and pack formats chosen to protect the retailer's margin without looking cheap.
Range reviews
A system designed so SKUs can be added, delisted or reformulated at the next range review without a redesign.
03Selected work
Work that proves it.
Providore for Dogs is Petbarn's premium private label pet food range. Natural Animal Solutions shows the national brand side of the same shelf.
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