Sliced deli packs
Resealable trays and interleaved packs where the window is the hero and the label frames it.
Smallgoods and meat packaging design.
Packaging for ham, bacon, salami, sliced deli meats and chilled meat products. Designed for the chiller, where the product is the hero and a premium tier has to earn its price at a glance.
What does smallgoods packaging design involve?
Smallgoods packaging design is the design of trays, sleeves, vacuum packs, interleaved deli packs and cartons for ham, bacon, salami, prosciutto, sausages and sliced deli meats, from everyday ranges to premium tiers.
The chiller is a cold, bright, crowded fixture where the product does most of the selling. The pack has to frame the meat, signal quality and method, carry use-by and storage information that matters for food safety, and hold a range together across dozens of cuts and weights.
Morice&Co. worked on DON Crafted, the premium tier of a smallgoods brand that has been in Australian fridges since 1947, and a refresh of the DON core range, created in collaboration with Disegno and rolled out through Coles and Woolworths.
00Our position
Premium, without losing the parent.
A premium tier has to read as elevated while staying recognisably part of a brand shoppers already trust. That takes a system, not just a darker pack.
Show the cut, the colour and the texture.
In smallgoods the product is the proof of quality. Photography and windows should show method and craft, not just meat.
One mark, down the shelf.
A clear device that echoes the logo and runs through every SKU lets a long range read as one family before it reads as individual products.
01What we design
Smallgoods formats we design.
Chilled formats bring their own print, sealing and storage requirements. They are agreed with the packer before design starts.
Bacon and ham
High-volume staples bought on habit and cut. Variant, weight and cut readable instantly in the chiller.
Salami and continental
Premium and European-style products where heritage, method and provenance carry the price.
Premium tiers
Elevated ranges like DON Crafted, with a bespoke wordmark, method iconography and craft photography.
Sausages and fresh meat
Trays and sleeves for fresh and marinated products, where use-by and cooking instructions do real work.
Deli counter and food service
Bulk and counter formats that keep the brand present beyond the self-serve chiller.
02The rules
What a smallgoods label has to carry.
Smallgoods follow the Food Standards Code, and food safety information matters more here than almost anywhere in the store.
Use by and storage
Use by dates and storage instructions such as keep refrigerated, plus how long the product lasts once opened, all legible on a cold, wet pack.
Country of origin
Meat products carry the standard country of origin mark, and the Australian ingredient content is a strong selling point when it is true.
Allergens, PEAL format
Allergens in bold in the ingredients with a separate Contains statement, including any in seasonings and casings.
Nutrition information panel
Per serve and per 100 g, on packs where the label area is small and the window large.
Claims that hold up
Naturally smoked, no added nitrates and similar claims must be accurate under the Food Standards Code and the Australian Consumer Law.
Retailer specifications
Coles and Woolworths barcode, carton and shelf-ready requirements, checked before artwork is released.
03Selected work
Work that proves it.
DON Crafted, created in collaboration with Disegno, launched a premium smallgoods tier nationally. Helga's, with Barker Brand Partners, shows the same range discipline in bakery.
Smallgoods · 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 studyBakery · Range Design
Helga's Bakehouse.
Bakehouse Wraps and International Breads ranges for one of Australia's best-loved bakery brands, across Coles, Woolworths and IGA. Created in collaboration with Barker Brand Partners.
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
“Morice is simply elite. If you're looking for a designer who actually gets your brand, not someone who makes things look pretty, he's your guy. Sharp, clean work delivered without the usual back-and-forth drama.”
Beau London, Founder · frasé skin