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How Personalised Printed Ribbon Became Part of a British Motorsport Legacy
Helping a Grandson Continue His Grandfather’s Legacy
How personalised printed ribbon became part of the presentation for one of Britain’s most iconic motorsport brands
Every family business has a story.
Some begin with a new idea.
Others begin with a remarkable legacy.
When Ollie Leston contacted us about producing personalised printed ribbon for the new Les Leston steering wheel collection, we quickly realised this wasn’t simply another packaging project.
It was about helping a grandson continue the extraordinary story his grandfather began more than seventy years ago.
A Name That Means More Than Motorsport
To generations of classic car enthusiasts, the name Les Leston represents beautifully crafted wooden steering wheels and one of Britain’s most respected racing drivers.
But Les Leston’s story began long before the race track.
Born Alfred Lazarus Fingleston, he first found success as a professional jazz drummer before serving in the Royal Air Force during the Second World War. After the war, his passion for motorsport led him to become British Formula 3 Champion, a Formula One driver, a Le Mans competitor and one of the best-known figures in British sports car racing.
His attention to detail didn’t stop when he stepped away from competitive racing.
The steering wheels he designed became highly regarded for their craftsmanship, elegance and quality—qualities that are still admired by classic car enthusiasts today.
Today, Ollie and the team at Les Leston continue that tradition, producing handcrafted steering wheels inspired by his grandfather’s original designs while introducing the brand to a new generation of enthusiasts.
The Story Behind DADIO
One detail particularly caught our attention.
The ribbon wasn’t simply printed with a logo.
It carried the name DADIO.
During his years as a jazz musician, Les and his fellow performers affectionately referred to one another as “Daddio” – a popular expression at the time, much like saying “mate” today.
Years later, the nickname found its way onto his famous Lotus Elite, registration DAD 10, and became an enduring part of the Les Leston story.
Today, DADIO remains an important part of the family’s identity and heritage, making it the perfect choice for the personalised ribbon used to present every steering wheel.
Why Presentation Matters
When customers invest in one of these handcrafted steering wheels, they aren’t simply buying a beautifully engineered component for a classic car.
They’re buying a piece of British motorsport history.
That’s why every element of the presentation has been so carefully considered.
Each steering wheel is beautifully displayed inside a handcrafted wooden presentation box, creating an unboxing experience that reflects the same attention to detail found in the product itself.
Our role was to produce the personalised satin ribbon that would complete that presentation.
Printed with the distinctive DADIO branding and Les Leston signature, the ribbon provides one of the very first impressions customers receive before opening the box.
It’s a small detail.
Yet it immediately reinforces the quality, heritage and craftsmanship that define the Les Leston name.
More Than a Ribbon
Projects like this remind us that personalised ribbon is rarely just about wrapping a product.
Sometimes it’s about reinforcing a brand.
Sometimes it’s about creating a memorable first impression.
And sometimes it’s about helping tell a family story that deserves to be preserved.
For the Les Leston collection, the ribbon became another chapter in that story.
Why Personalised Ribbon Was the Perfect Choice
The bespoke ribbon helped to:
✓ Reinforce the distinctive DADIO branding.
✓ Complement the handcrafted wooden presentation box.
✓ Create a memorable luxury unboxing experience.
✓ Reflect the craftsmanship behind every steering wheel.
✓ Celebrate the heritage of one of Britain’s best-known motorsport names.
✓ Add a premium finishing touch worthy of an exceptional product.
A Privilege to Be Involved
Since 2007, we’ve produced personalised printed ribbon for businesses, charities, schools, sporting organisations and luxury brands across the UK.
Every project is different.
Some celebrate new beginnings.
Some mark important milestones.
Others preserve family traditions.
Being asked to contribute to a project that honours the legacy of Les Leston while helping Ollie continue his grandfather’s vision has been a genuine privilege.
We’re proud that our personalised ribbon now forms a small part of the presentation for a brand built on craftsmanship, heritage and attention to detail.
Sometimes it’s the smallest finishing touches that help tell the biggest stories.
Looking to Tell Your Own Brand Story?
Whether you’re launching a premium product, creating luxury presentation packaging or celebrating generations of family craftsmanship, personalised printed ribbon can become much more than a finishing touch.
It can become part of your story.
If you’re looking for bespoke printed ribbon that reflects the quality of your brand, we’d be delighted to help.
