Tier architecture
Value, standard and premium tiers with clear visual rules, so shoppers trade up and the system scales.
Private label packaging design.
Own brand packaging for retailers and the suppliers who make it. Tiered design systems that stretch across hundreds of SKUs and pass the retailer's approval process. We designed Providore for Dogs, Petbarn's premium private label.
What is private label packaging design?
Private label packaging design is the design of own brand, house brand or store brand packaging: the retailer's product under the retailer's brand, made by a supplier to the retailer's specification.
In Australia private label is roughly a third of supermarket sales and rising. Aldi is almost entirely own brand, Coles and Woolworths run tiered programs, and specialists like Chemist Warehouse, Petbarn and Petstock run premium exclusives. The retailer owns the brand, the brief and the approval, and every SKU passes an artwork and compliance process that is stricter and slower than a national brand's.
Morice&Co. designed Providore for Dogs, Petbarn's premium private label pet food range, and designs national brands that compete with private label on the same shelf.
00Our position
Private label is designed in tiers.
Value, standard, premium and specialist each need their own look, held together by one system that can stretch across thousands of SKUs.
Premium own brand is a brand, not a template.
A premium exclusive has to earn its price beside national brands without a media budget. That takes a real brand idea, as Providore showed at Petbarn.
On the shelf, private label is the benchmark.
Buyers compare every national brand against their own range. That is why the discipline of designing for a retailer makes national brands better too.
01What we design
What a private label program includes.
From a single premium exclusive to a full tiered architecture, built to survive supplier changes and range reviews.
Premium exclusives
A distinct brand idea and identity for a retailer-owned premium range, like Providore for Petbarn.
Category templates
Templates for each category that keep thousands of SKUs consistent and fast to produce.
Supplier artwork guidelines
Rules that let many manufacturers supply consistent, compliant artwork to the retailer's specification.
Photography and illustration direction
Imagery systems that signal quality across the range without per-SKU art direction.
Approvals and rollout
Working through the retailer's artwork, compliance and quality steps so ranges launch on time.
02The rules
What private label adds to the brief.
Own brand packs carry every legal requirement plus the retailer's own standards and processes.
Retailer standards
Coles Own Brand packaging materials and formats guidelines, Woolworths specifications and each retailer's brand rules, applied to every SKU.
Food safety certification
Coles Own Brand food suppliers need GFSI certification such as SQF or BRCGS. Woolworths runs its own quality standard.
Food labelling law
The full Food Standards Code applies, including allergens, nutrition, country of origin and date marking.
Supplier changes
Own brand ranges change suppliers. The artwork system must survive a new manufacturer without drifting.
Cost and format
Formats and finishes chosen to protect margin and meet the retailer's sustainability and packaging targets.
Range reviews
A system that lets SKUs be added, delisted and reformulated at each review without a redesign.
03Selected work
Work that proves it.
Providore for Dogs is Petbarn's premium private label. DON Crafted, created in collaboration with Disegno, shows how a national brand earns a premium tier on the same supermarket shelves.
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 studySmallgoods · Premium Tier
DON Crafted.
A premium tier for a smallgoods icon since 1947, plus a core range refresh, rolled out nationally through Coles and Woolworths. Created in collaboration with Disegno.
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.
“I've worked with Morice for over 10 years. He combines strategic thinking with outstanding design craft, understands the brief, the brand and the business goal, and delivers work that is polished, on-brand and effective.”
Nathan Caston, Marketing Manager · NKA
“His concepts were thoughtful, on brand and lifted the overall look and feel in a big way. Turnaround times were excellent and every file was supplied correctly and ready to use, which made implementation very smooth.”
Chung Law, Business Development Manager · NTT.pet