Fruit by Nike
Yogurt by Tiffany & Co.
iMilk by Apple
Olive oil by United Colors of Benetton
Pasta by Ferrari
Salami by Louis Vuitton
Salt & pepper by Hermes
Flour by Prada
Wheat is Wheat is Wheat – that is the name of a project conducted by the artist and designer Peddy Mergui. Peddy Mergui is the owner of a brand firm and a senior professor of design at the Holon Institute of Technology. His creations stand out through designer’s personal graphic language and his particular taste for “rule-breaking”.
The project shown above plays around the idea of creative packaging, brand building and product perception, by infusing the image of our most basic commodities with values of prestige and luxury. Wheat is Wheat is Wheat explores the dynamic and often blurred ethical boundaries of design within consumer culture. This exhibition is currently on display at Museum of Craft and Design, San Francisco. Composed by various packagings (milk or flour boxes, fruit or salami packs), the designs highlight an unusual and insightful connection between notorious fashion labels and average consumer goods. In its very essence, Mergui’s design concept is a humorous yet provocative commentary on global consumer culture.