A build-to-rent operator needed 366 welcome gifts that matched their resort-style brand. Here's how Parcelle delivered every single one — in-house, on time, and beautifully presented.
There's a moment that every property developer and build-to-rent operator knows well. After months, sometimes years of construction, planning and marketing, the keys are finally ready. The first residents are moving in. And that very first impression, the one that happens before they've even unpacked a box, will shape how they feel about their home for years to come.
What you put in their hands in that moment matters more than most operators realise.
When WeAreLiving commissioned Parcelle to create the welcome gift experience for their Brunswick development at 210 Brunswick Street, Fortitude Valley, they understood this instinctively. The brief wasn't just "get us something nice." It was: make every resident feel that this place was designed for them, down to the last detail.
Here's how we delivered it.
"A welcome gift isn't a formality. It's the first brand touchpoint inside your resident's home."
The Development
WeAreLiving Brunswick is a 366-apartment build-to-rent development in the heart of Fortitude Valley, Brisbane — just 80 metres from Valley Metro Station. Residents choose from studios, one and two-bedroom apartments, with access to a rooftop pool surrounded by subtropical greenery, a 24/7 gym, co-working spaces, a lobby café, a rooftop dog park, and a dedicated on-site WeAreLiving team.
This isn't a standard rental. It's a lifestyle proposition. And the welcome gift needed to reflect that from the moment residents opened the door.
The Brief
WeAreLiving's brand is built around the idea that renting should feel as good as owning, better, in fact. Residents choosing Brunswick are choosing a curated urban lifestyle in one of Brisbane's most vibrant neighbourhoods. The welcome gift needed to feel considered, premium and genuinely useful, not a token gesture, but a real reflection of what life here looks like.
Poolside. Subtropical. Resort-style. Beautifully branded.
We got to work.
What We Created
After collaborating closely with the WeAreLiving team on curation and branding, we landed on a three-piece gift set that perfectly captured the development's lifestyle positioning:
366 branded canvas tote bags - screen-printed with the WeAreLiving Brunswick logo in a clean, minimal typographic treatment on a natural canvas base. The kind of bag residents take to the Valley farmers market, the rooftop pool, or James Street's boutiques. A gift that becomes part of daily life and carries your brand with it everywhere it goes.
366 embroidered poolside towels - a generous, premium towel in a muted pebble or surf and white stripe with the WeAreLiving Brunswick branding embroidered directly into the fabric. Designed for the development's rooftop pool and the subtropical outdoor lifestyle of Fortitude Valley.
366 embroidered wet bags - a coordinating wet bag in a complementary neutral tone, with the WeAreLiving Brunswick logo embroidered with precision. Perfect for the pool, the gym, the dog park, and a quiet daily reminder of the brand that thought of them on day one.
Three pieces. One cohesive set. All produced entirely in-house at our Sydney studio.
"Three pieces. One cohesive set. 366 residents. Every single one produced in-house."
The Production Process
At 366 sets, consistency is everything. One misaligned logo, one off-colour thread, one folding inconsistency and a resident notices. This is their first gift in their new home. The standard has to be perfect.
Every tote was printed, every towel embroidered, every wet bag finished all under our own roof at our Miranda, Sydney studio. Our production team worked methodically through the full order, quality-checking each item before it was folded, paired and prepared for dispatch.
This is where Parcelle's in-house capability makes the real difference. When branding is outsourced, you introduce handoffs. And handoffs introduce risk, inconsistent thread colour, misaligned logos, delays at a third-party facility. With everything produced in-house, we control every step from brief to finished gift.
⭐⭐⭐⭐⭐ Real review from a Parcelle customer:
"Jen and the team at Parcelle are fantastic! Their level of service and quality of products always exceed our expectations. We use Parcelle for our exchange and settlement gifts and our clients are so thrilled when they receive their boxes." — John Paranchi, McGrath Hunters Hill
Why In-House Production Matters at Scale
For a brand like WeAreLiving, whose entire proposition is built on delivering a premium, seamless resident experience, the quality of the welcome gift is a direct reflection of the quality of the building. A gift that falls short, poor embroidery, inconsistent branding, cheap materials, doesn't just disappoint, it undermines trust in the brand before the resident has even met the team.
Parcelle's in-house production means that standard never slips. From the first tote to the three hundred and sixty-sixth wet bag, every piece that left our studio met exactly the same standard.
That's not just good gifting. That's brand protection.
The Result
366 welcome gift sets, delivered on time, ready for move-in day at WeAreLiving Brunswick, Fortitude Valley.
Each resident received a beautifully coordinated collection that immediately communicated the quality of the development they'd chosen to call home. The tote, the towel, the wet bag, each piece on-brand, each piece premium, each piece perfectly suited to the poolside, resort-style lifestyle Brunswick promises.
That's what a welcome gift should feel like. Not a formality. A statement.
Planning a welcome or handover gift for your development?
Parcelle creates beautifully branded welcome gifts for build-to-rent operators, property developers and real estate teams across Australia. Free branding. No minimums. Fast delivery nationwide.
Get a Free Quote →