Pet wellness is one of the fastest-growing categories in FMCG. Owners read the back of the pack with the same scrutiny they bring to their own food. Morice&Co. designs pet brands that earn that scrutiny — clear ingredient stories, sourcing provenance, and pack architecture that scales across recipes, weights, and treats. Recent work covers premium air-dried ranges and ground-up rebrand projects across Australia and New Zealand retail.
Pet owners are the most claim-aware shoppers in the supermarket. They read every label, scan for sourcing provenance, and pay a premium for transparency. Pet packaging has to do two jobs at once: signal craft and quality to the owner, and pass the front-of-pack glance test in a crowded category. The pack architecture, claims hierarchy, and ingredient storytelling all need to be designed in from the brief.
Coles, Woolworths, Petbarn, PetStock, independents across Australia and New Zealand. Each retailer has different planogram, compliance, and category review timing requirements. Morice&Co. designs with those constraints in from the brief, not as a final-stage compromise.
Yes. Range architecture matters as much as the individual SKU. A pet brand that scales is one where dry, wet, treats, and supplements all read as the same family while declaring their own ingredient story. We design the system so it holds across formats and price tiers.
