Hunter Luxury’s work on the renowned Jack Daniel’s x McLaren Halo MK1 Limited Edition has received international recognition across two continents, winning Gold at the London Design Awards alongside Gold and Silver prizes at the Tokyo Design Awards.
The wins follow rigorous evaluation by international juries of architects, designers and creative leaders spanning packaging, product, architecture and brand disciplines, with both awards programmes applying detailed, category-specific assessment and expert-led scrutiny. The triple achievement recognises a universally appealing design that transcends borders, elevating secondary packaging into an engineered object and transforming product presentation into a collectable expression of performance, precision, and brand storytelling.
At the London Design Awards, the project received Gold in the Packaging Design – Wine, Beer & Liquor category. Judges described it as the “epitome of excellence in the market”, recognising it as a flawless concept and an innovative approach that consistently surpassed expectations in every aspect. It also secured Gold at the Tokyo Design Awards in the Packaging Design – Limited Edition category, with judges highlighting its originality, technical sophistication and contribution to elevating global standards in design excellence, alongside its Silver award in the Brand Partnerships & Collaboration category.
Originally designed and conceived by Brown-Forman for Jack Daniel’s in collaboration with McLaren, the Halo MK1 Limited Edition was brought to life by Hunter Luxury through advanced design engineering and prototyping. Unveiled to a global audience at the Miami Grand Prix, the project draws direct inspiration from Formula 1’s Halo device – the titanium safety structure introduced in 2018 – reinterpreting its iconic wishbone silhouette as a sculptural presentation system that balances protection, reveal, and performance.
Paul Hamilton, Head of Sales & Marketing at Hunter Luxury, said: “Halo MK1 sets a new benchmark for theatre in packaging design. This was always about engineering a moment. Every interaction was designed to capture what audiences around the world love about motorsport. Working with Brown-Forman and McLaren, we pushed secondary packaging into a new space where storytelling, craftsmanship and mechanical theatre come together as a single, engineered experience.”
The project reflects a wider cultural shift driven by Formula 1’s global influence, where luxury drinks collaborations are increasingly taking the form of engineered collector objects. Realised through over 50 precision-engineered components across eight materials and eight manufacturing processes, the final design incorporated carbon fibre-inspired detailing and McLaren’s signature Papaya orange hue to reinforce its connection to performance engineering.
Sam Gardner, Global Senior Art Director at Brown-Forman, said: “Winning three prizes across both the London Design Awards and the Tokyo Design Awards is a huge honour and a reflection of the precision, creativity and commitment behind this project. Halo MK1 brought together two iconic performance-led brands with a shared obsession for engineering and detail, and it’s incredibly rewarding to see that vision recognised on the international stage.”
Developed through successive digital and physical prototyping stages, the system was refined to optimise balance, release mechanics and tactile performance before being executed through a tightly coordinated multi-partner manufacturing process, ensuring consistency and control at scale.
Its intercontinental recognition further strengthens Hunter Luxury’s position at the forefront of global luxury packaging design, reflecting a continued focus on engineering-led innovation and the creation of invaluable brand experiences.
Our team of packaging experts works with the world’s largest brands. Drop us a line at info@hunterluxury.com, we’d love to talk through your project brief with you.
