What packaging and branding design actually costs in Australia in 2026, by project scope and studio size. There is no public benchmark for this, so we built one.
Ranges are for a single lead SKU and exclude GST. Multiple SKUs, custom structure, brand strategy and regulated categories add to these figures (see below). Boutique means 1 to 5 people; medium 5 to 10; large 10 to 20; global agencies operate across multiple markets.
| Project scope | Boutique | Medium | Large | Global agency |
|---|---|---|---|---|
| Single label refreshOne SKU, existing brand | $1.5k–$3k | $4k–$8k | $6k–$12k | $9k–$18k |
| New brand + packFirst launch, one hero SKU | $3k–$6k | $8k–$15k | $12k–$24k | $18k–$36k |
| Full brand + range systemBuilt to scale across SKUs | $8k–$18k | $20k–$45k | $32k–$72k | $48k–$108k |
Indicative market ranges to help you budget, not quotes. Real pricing varies by studio, complexity and timeline.
Five factors move a packaging design budget the most: the scope (a one-label refresh versus a full range is the biggest lever), the studio tier (a medium studio is about 2.5 times a boutique, large about 4 times, a global agency about 6 times), the number of SKUs (the lead product carries the design; each variant adds artwork), brand strategy and naming (an up-front phase that adds roughly 20 percent), and custom structure (bespoke pack engineering adds about $5,000 to $20,000 or more). Regulated categories such as supplements, food and therapeutic goods add compliance and artwork time.
These ranges reflect Morice & Co’s direct experience quoting and delivering packaging and branding projects across the Australian market over more than 20 years, cross-checked against the composition of the 68 studios in the PackagingDesigner.com.au directory, which span boutique studios through to global agencies. This is an experience-based market benchmark, not a formal survey of published rate cards, because most Australian studios do not publish pricing. We update it at least quarterly and when we see the market move. If your own experience differs, we would like to hear it.
This benchmark is free to cite. Please attribute it and link back:
Australian Packaging Design Pricing Benchmark 2026, PackagingDesigner.com.au (Morice & Co). https://packagingdesigner.com.au/packaging-design-pricing-benchmark.html
It depends on scope and studio size. A single label refresh at a boutique studio starts around $1,500 to $3,000; a new brand and pack runs about $3,000 to $6,000 at boutique level; a full brand and range system is roughly $8,000 to $18,000. Larger studios and agencies charge multiples of these figures.
Medium studios typically cost about 2.5 times a boutique for the same job, large studios about 4 times, and global agencies about 6 times, reflecting account management, scale and overheads rather than more design.
A custom or structural pack adds roughly $5,000 to $20,000 or more. Each additional SKU adds artwork and rollout. Adding brand strategy and naming lifts the fee about 20 percent, and a regulated category (supplements, food, therapeutic) adds artwork and compliance time.
No. They are indicative market ranges to help you budget, not quotes. Always brief a studio and get pricing in writing.
This benchmark is compiled by Morice & Co, a Melbourne packaging and branding studio with over 20 years pricing and delivering retail packaging across FMCG, supplements, beauty and pet. Figures are reviewed at least quarterly.
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