Luxury brands reimagined as everyday staples by graphic designer Peddy Mergui

Ever wondered what it would be like to find Louis Vuitton own-brand salami down the supermarket? How about a carton of Versace-branded eggs?


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

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HSBC-branded rice


Coffee from Cartier


The United Colors of Benetton olive oil range

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Hermes salt and pepper


Nike own-brand fruit


Burberry-made noodles

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Louis Vuitton salami, anyone?


Gucci brand pickles


The devil bakes Prada (with wholewheat flour)

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Eggs from Versace


Bulgari butter


Taking the biscuit with Dolce & Gabbana

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Chanel infant formula