What if Nike sold oranges and Apple sold iMilk? Israel-based artist Peddy Mergui has envisioned a series of food packaging, extended from the lines of luxury brands. The exhibition ‘wheat is wheat is wheat’ displays a collection of crafted boxes, containers and cases, each bearing a familiar trademark of a well-known brand. Nike, Tiffany, Gucci and Apple — to name a few — are logos featured on the packs, which are aesthetically described by visual elements and characteristics appropriate to each label; for example, fruits are contained in geometric and angular grey crates, emblematic of the Nike brand.
Infant product by Chanel
“The various exhibits combine shapes and images from the world of consumption with concepts from the field of consumer ethics.” Mergui describes “They serve to highlight both the contentious, potentially arbitrary connection that products have to packaging, and the ethically challenging conditions in which designers are asked to operate.”
Using humorous, yet provocative undertones, ‘wheat is wheat is wheat’ will leave you with more questions than answers – particularly on your next trip to the supermarket.
Yogurt by Tiffany & Co – 3% natural yogurt packaging
Gucci pickle containers – the cans’ colours are emblematic of the Gucci brand
Apple iMilk – stark white and grey boxes mimic the Apple brand’s aesthetic
Fruit containers for Nike – geometric and angular packaging holds each fruit
Whole wheat flour by Prada
Easter eggs by Versace – eggs are wrapped in the trademark Versace seal
Salami by Louis Vuitton is wrapped in the trademark LV print
Noodles by Burberry
Peddy’s personal experiences — from leaving Morocco as a small child and moving to Israel, to exploring the beauty of Japanese culture as a young adult – play an essential role in his design process desire to challenge the status quo. As both the owner of a brand firm, and a senior professor of design at the Holon Institute of Technology, Peddy has over 20 years of practical industry and academic experience in the world of design and branding. Known for his ability to translate graphic language and visual communication into “rule-breaking” designs and concepts, Peddy has led significant and diverse advertising campaigns as well as a wide variety of projects involving brand building, packaging and product perception.
Pasta by Ferrari
All images courtesy of Peddy Mergui.
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