Israeli designer Peddy Mergui conjures up an alternate consumer world in his series Wheat is Wheat is Wheat, giving us a look at what it would be like if high-end brands began selling regular staples in the marketplace.
This parallel-universe packaging makes for good eye candy - and the occasional chuckle with the likes of a dictator-led United Colors of Benetton olive oil range - but the series does ask the important question about whether we’re paying for the brand or the goods when dropping the big bucks, and whether the reputation of the brand necessarily guarantees a high-end product.
Image: Pasta from Ferrari
Peddy’s background as the founder of Tel Aviv-based agency Talking Brands comes into play with these pieces, with a campaign portfolio featuring work for the likes of 3M and the Bank of Israel.
He's one of Israel’s leading graphic designers, having over 20 years of experience in the world of design and branding, and a side-role as professor of design at the Holon Institute of Technology university.
Image: Apple-branded milk
Wheat is Wheat is Wheat is on show now at the Design Museum Holon from June 5th to October 27, 2018. The museum, based in the coastal city of Holon, is Israel’s first dedicated to the world of design.
Image: Tiffany & Co. yoghurt
Coffee from Cartier
The United Colors of Benetton olive oil range
Hermes salt and pepper
Nike own-brand fruit
Louis Vuitton salami, anyone?
Gucci brand pickles
The devil bakes Prada (with wholewheat flour)
Eggs from Versace
Taking the biscuit with Dolce & Gabbana
Chanel infant formula