Multivitamins
Men's, women's, kids', 50-plus and pregnancy. Life stage is the first thing the shopper looks for, so it sits in a fixed, prominent position.
Vitamin and mineral packaging design.
Packaging for multivitamins, single-nutrient formulas and family vitamin ranges. Designed to stand apart on a wall of white bottles, and to pass the TGA label rules first time.
What does vitamin packaging design involve?
Vitamin packaging design is the design of bottle labels, cartons, blister packs and tubs for multivitamins and single nutrients such as vitamin C, vitamin D, magnesium, zinc, iron and fish oil, from one hero product to a full range across needs and life stages.
The Australian vitamin shelf is a wall of white bottles with coloured lids, sold on price at Chemist Warehouse, on advice at pharmacy, and on habit in grocery. The TGA fixes much of the front panel, so brands win on range colour systems, bottle format, claim hierarchy and back-panel clarity.
Morice&Co. contributed to the heritage rebuild of Cenovis, an 88-year Australian vitamins brand, co-designed with Cowan Design, helping codify the mark, colour system and range architecture into a single brand book for national pharmacy and grocery rollout.
00Our position
Most vitamin brands look identical because they copied each other.
Not because the rules require it. The TGA fixes what must be on the label, not what it looks like. There is more room on a vitamin pack than most brands use.
Heritage in vitamins reads as proof.
A shopper has already heard an established brand's claim from their parents. Codifying that equity into a system is worth more than chasing the newest look in the aisle.
The shopper wants one answer in one second.
What it is for, how much is in it, and how many are in the bottle. The front of pack should answer those before it says anything else.
01What we design
Vitamin products we design.
From a single hero SKU to forty-product ranges, each format has its own regulatory panel and its own place on shelf.
Single nutrients
Vitamin C, D, B, magnesium, zinc and iron. The strength and the nutrient carry the sale, and the range has to read clearly from two metres.
Fish oil and omegas
Large capsules in big bottles. Under TGO 116, large tablets and capsules need a warning and an actual-size image, which changes the panel.
Family and value packs
Bulk formats bought on price at Chemist Warehouse, where the pack must still look worth the money in a catalogue thumbnail.
Blister cartons
Dose-controlled and travel formats where the carton is the main label and the foil has its own requirements.
Range architecture
Need, life stage or tier as the organising logic, one structural element carrying the variant, and a system that works at three SKUs and at forty.
02The rules
What the TGA fixes on a vitamin label.
Vitamins and minerals with health indications are listed complementary medicines. These elements are fixed inputs, and the brand is built around them.
Name and actives as one unit
The medicine name and the active ingredients with their quantities, presented as one uninterrupted unit on the main label.
Dosage form, count and AUST L
Tablets, capsules or liquid, how many, and the AUST L number, all on the main label.
Warnings and directions
Warnings required by RASML and the Permissible Ingredients Determination, in the mandated wording, plus clear directions for use.
TGO 116 changes
Microgram written in full, more prominent warnings, a defined distinguishing mark for brand names, a minimum text size of 1.5 mm, and the large-capsule warning.
Permitted indications only
Claims must come from the TGA's list of permitted indications. The claim hierarchy is designed around what the product can legally say.
Batch, expiry and sponsor
Batch and expiry with their prefixes, and the sponsor's name and Australian address.
03Selected work
Work that proves it.
Cenovis is an 88-year heritage vitamins brand rebuilt as a system, co-designed with Cowan Design. Natural Animal Solutions shows the same discipline on a science-led supplement range.
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