Single-ingredient chews and jerky
Provenance and the single ingredient carry the sale. Natural, ingredient-led design that lets the product be the hero.
Pet treat packaging design.
Packaging for dog and cat treats, chews, jerky and training treats. Designed for the fastest decision in the pet aisle: the impulse buy, the gift and the reward.
What makes pet treat packaging different?
Pet treat packaging design is the design of pouches, bags, tubs and peg-hung packs for treats, chews, jerky, dental sticks and training rewards for dogs and cats.
Treats are bought differently from main meals. The owner is rewarding the pet, and often themselves. Decisions are faster, more emotional and more likely to happen at eye level near the counter. The pack has to win in a glance, then hold up to the same label scrutiny as pet food.
Morice&Co. designs treat packaging alongside full pet food ranges, so a brand's treats extend the range system rather than looking like a different company.
00Our position
A treat is a reward, so the pack should feel like one.
Main meals are a duty. Treats are a gift. Treat packaging can carry more personality, more colour and more appetite appeal than the food it sits beside.
Show the treat or explain it in one line.
Owners want to know size, texture and what it is made of before they pick it up. A window, a true-to-size image or a single clear descriptor does more than a list of benefits.
Treats grow the brand, they do not start a new one.
A treat range that borrows the main range's system earns trust from existing customers and becomes a cheap first purchase for new ones.
01What we design
Treat formats we design.
From hero single-ingredient chews to multi-variety training packs, each format has its own shelf position and its own job.
Training treats
Small, frequent-use treats bought on count and calories. Pack size, piece count and how to use it during training up front.
Dental and functional chews
Benefit-led chews where the claim has to be supportable. Clear size guidance by dog weight and a claim the ACCC would accept.
Peg-hung and impulse packs
Counter and checkout formats that have to read in a second from the side of an aisle. Header cards and peg holes built into the dieline.
Cat treats
Smaller formats, squeeze tubes and pouches, bought by owners who expect the pack to be as considered as the cat.
Gift and seasonal packs
Christmas, birthdays and gift-with-purchase formats that refresh the shelf without breaking the brand.
02The rules
Treat labels still have to meet the standard.
Treats fall under AS 5812:2023 like any pet food, and under the Australian Consumer Law for every claim. A few rules matter more for treats than for main meals.
Intermittent or supplemental feeding
Most treats are not complete and balanced, so the nutritional adequacy statement has to say they are for intermittent or supplemental feeding.
Feeding guidance
How many, how often and for what size of pet. On a small pouch, this needs designing in, not squeezing in.
Species and PET FOOD ONLY
Required on every pack. On human-looking treats like jerky, it also stops the product being mistaken for people food.
Dental and health claims
Benefit claims must be substantiated. A claim to treat or prevent a condition can move the product into APVMA territory, which needs registration.
Imported ingredients
Imported treats and ingredients must clear Department of Agriculture import conditions, which can affect what the pack is allowed to say.
Net quantity and count
Weight to trade measurement rules, plus a piece count where owners buy on number of treats.
03Selected work
Work that proves it.
Treat ranges work best as an extension of a brand system. Providore and Natural Animal Solutions show how that system is built.
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