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McLaren Racing Papya Laurels

How did we help McLaren create an exclusive recognition programme?


Papaya Laurels.


Where we started

Established in 1963, McLaren Racing were looking to evolve the brand to become more like their business, forward-thinking. They wanted to continue bringing their core values; ingenuity, energy, humility, openness and bravery to the forefront while acknowledging their history and heritage. They wanted to celebrate the people who’ve helped them on their journey in a way that was memorable, engaging, exciting, and incredibly special. 

Our brief was to help McLaren Racing land the Papaya Laurels - a brand new and exclusive recognition programme aimed at celebrating those who’ve been part of the racing team for 20 years or more. 


What we did

We developed Papaya Laurels - an exclusive recognition programme celebrating those who have been part of the racing team for 20+ years. McLaren wanted them to feel rewarded for the world-class experience, knowledge, and skills they brought to the company, recognising the contribution of long-term employees to where they are today.

To create real sense of value and occasion, a special finish and keepsake handbook captured the heart, history and heritage of McLaren Racing and the limited edition enamel pin that evoked the team’s one-of-a-kind culture. They were presented alongside a personal letter from Zak Brown (CE) in a keepsake box.

What we achieved

A career in Formula 1 racing is something that few get to experience in their lifetime - even fewer become a member of the Papaya Laurels.

“As Bruce McLaren once said: life is measured in achievement, not in years alone.”

Get in touch

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Leeds Office

Castleton Mill, Castleton Close
Leeds, LS12 2DS.

+44 113 524 0390

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London, W1W 5PF.

+44 20 4574 6205

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