Wheat is Wheat is Wheat

peddy mergui_fruit by nike_1

Fruit by Nike

peddy mergui yogurt by tiffany&co_1

Yogurt by Tiffany & Co.

peddy mergui_imilk by apple_1

iMilk by Apple

peddy mergui_olive oil by united colors of benetton_1

Olive oil by United Colors of Benetton

peddy mergui_pasta by ferrari_1

Pasta by Ferrari

peddy mergui_salami by louis vuitton_1

Salami by Louis Vuitton

peddy mergui_salt and pepper by hermes_1

Salt & pepper by Hermes

peddymergui_flour by prada_1

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.

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