The wellness category has filled with new entrants chasing colour and noise, leaving heritage brands looking dated and challengers looking interchangeable. Morice&Co. designs wellness brands to read as credible and considered at first glance, regardless of category tenure. Heritage equity is treated as an asset, not a liability — we modernise without erasing what made shoppers reach for the brand in the first place.
The pack has to look current enough to compete with the new entrants but trusted enough to keep the long-time buyer reaching for it. We start by auditing what equity the brand actually owns — colours, marks, shapes, claims — and protect those. Everything else is open. The trap is treating heritage as decoration. The discipline is treating it as a competitive advantage that's hard for new entrants to manufacture.
Yes. Every wellness pack we ship is designed with TGA, FSANZ, and category compliance baked into the artwork hierarchy from the start. Compliance copy is part of the design problem, not an afterthought layered on at the end.
Supplements and OTC live in the same aisle but speak to different shopper states of mind. Supplements sell lifestyle credibility — sport, energy, beauty, longevity — and pack architecture leans toward editorial. OTC sells trust and efficacy under stress — the shopper has a problem and needs a fast answer. Each requires a different hierarchy and visual language.
