Redefining the Golden Arches

Product Innovation, package design

McDonald’s in Japan has created a trio of luxury burgers in the ‘Quarter Pounder Jewelry’ series. Each of the burgers cost $10 that is, without making it a meal. Pineapple, bacon, Monterey jack cheese, black truffle sauce, chorizo and avocado are some of the quality ingredients that are used to create these luxury burgers.

However, McDonald’s not only upgraded their food, they also upgraded their packaging. The fast food giant swapped their regular paper bag for a minimalist, white-glossy bag. On the front are the golden arches that are made of gold leaf to add to the indulgence of the experience.

In addition, each burger is wrapped in gold foil with a gold-colored paper sleeve and placed in a glossy white paper box that is reminiscent of a luxury-watch-box.

Copyright Davison 2013



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