Caulfield Cup Carnival

Brand Identity

The Caulfield Cup Carnival is notable as the first being event in Melbourne’s Spring Racing season. Organised and run by the Melbourne Racing Club (MRC), it covers 3 races over the course of 1 week at Caulfield and enjoys boutique crowds of up to 30,000 per race day. 

Over the years, the MRC has established an attitude of trying new ideas and instigating change with a key focus on customers. This is fundamental to their approach to the Caulfield Cup Carnival, where traditional conventions where challenged to create an event which goes far beyond what racegoers expect from a typical day at the races. The brand for the Carnival needed to capture a spirit of energy, fun, playfulness and imagination, but retain a timeless quality which could be used year on year to help build brand recognition and awareness.