The Brief

Design, manufacture, package and deliver a ‘special gift’ for each member of the Victoria Racing Club's Chairman’s Club.

The Research Findings

The VRC Chairman’s Club is a who’s who of business men and women. These members have a penchant for luxury Australian and overseas designer products.

From research it was determined that a prestigious ‘carry-all’ bag would be a desirable, useful and long-lasting gift for these people.

The project was so successful, it was followed up the following year with a matching 'suit-carrier'.

The Solution

To create an impression with this high-end market, we wanted to produce a gift of exceptional Australian design and quality, packaged in its own elegant box.

Combing the diverse skills of our creative team, Gloss creative director, Kim Michaelides, who is also creative director of exclusive luxury accessories label - Spencer & Rutherford, designed a distinctively elegant bag. Gloss then conceptualised a beautiful presentation box to complement the bag.

After approval we completed manufacture of both product and packaging as well as wrapping and direct distribution to individual Chairman’s Club members in Australia and overseas.


Scope of the job

  • Design and manufacture of an exclusive gift
  • Design, print and production of presentation box
  • Project Management
  • Wrapping, address labelling, and delivery of product Australia wide and Internationally.

The Outcome

Our solution combined the talents of our diverse creative team across many design disciplines, as well as our extensive resource management skills. The result is an outstanding, exclusive gift. It is a timeless reminder of the brand that will create ongoing loyalty and goodwill.