Protein powder tubs
Big panels and long use. Protein per serve, flavour and serves per tub up front, a nutrition panel that reads easily on a curved surface.
Protein powder and sports nutrition packaging design.
Packaging for protein powders, pre-workout, recovery, hydration and bars. A category that shops on claim, flavour and format, with food rules rather than medicine rules on the back.
What is sports nutrition packaging design?
Sports nutrition packaging design is the design of tubs, pouches, sachets, bottles and bar wrappers for protein powders, pre-workout, recovery, hydration, creatine and protein bars.
It sits between food and supplements. Most protein and sports products are foods under the Food Standards Code, often Standard 2.9.4 for formulated supplementary sports foods, so the back carries a nutrition information panel and the front cannot make therapeutic claims. The front still has to sell hard: protein per serve, flavour, use occasion and a brand people want on their kitchen bench.
Morice&Co. brings health and FMCG packaging experience to sports nutrition, from range architecture on the Cenovis heritage rebuild, co-designed with Cowan Design, to bold shelf design across beverage and grocery.
00Our position
Protein is bought on the number and the flavour.
Grams of protein per serve and the flavour name do most of the selling. Put them where the eye lands first, and keep the rest of the front calm.
Food rules, not medicine rules.
Most sports nutrition sits under the Food Standards Code. That means no therapeutic claims, a nutrition panel, and allergens declared. Get the classification right before the claims are written.
The tub lives on the bench.
A protein tub is used daily for months. It should look good at home, not just loud on the shelf.
01What we design
Sports nutrition formats we design.
Large tubs, resealable pouches and single-serve formats each need their own layout logic.
Pouches and refills
Stand-up and flat-bottom pouches, including refill formats that keep the brand consistent at a lower price point.
Pre-workout and performance
High-energy products where the claim wording and the caution statements matter as much as the energy on the front.
Hydration and electrolytes
Sachets, tubes and tablets bought on flavour and convenience, often by people who would never buy a protein tub.
Protein bars and snacks
Flow-wrap and carton formats in grocery, where the bar competes with snack food, not supplements.
Flavour ranges
A colour and naming system that lets a shopper find chocolate, vanilla or a limited flavour in a second.
02The rules
What shapes a sports nutrition label.
Classification comes first. Most products are foods, some are medicines, and the label follows from that.
Food or medicine
Protein powders and most sports nutrition are foods under the Food Standards Code. Products with therapeutic indications are TGA-listed medicines instead.
Standard 2.9.4
Formulated supplementary sports foods follow their own standard, which governs composition and the statements the label must carry.
Nutrition information panel
Per serve and per 100 g, sized and placed to be readable, including on curved tubs.
Allergens and ingredients
Milk, soy and other allergens declared in the required format, with ingredients in descending order.
Claims that hold up
No therapeutic claims on a food, and every performance claim supportable under the Australian Consumer Law.
Net quantity and serves
Net weight to trade measurement rules, plus serves per pack, which is how buyers compare value.
03Selected work
Work that proves it.
Cenovis, co-designed with Cowan Design, shows range architecture at national scale. Natural Animal Solutions shows a claim-led supplement range rebuilt as one system.
Vitamins & Minerals · Heritage Rebuild
Cenovis.
An 88-year heritage vitamins brand codified into one brand book and packaging system for Chemist Warehouse, Priceline, Coles and Woolworths. Co-designed with Cowan Design.
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