We're all familiar with brands like Prada, Apple and Chanel. To most people, those brands carry a sense of luxury, quality, and refinement. There are also those who believe that such companies stand for decadence, mindless spending, and overpriced items. Perhaps driven by these conflicting opinions Israeli artist Peddy Mergui created a series of works where he imagined how would certain food products look like if they were packaged by famous brands.

The project is called Wheat is Wheat is Wheat and explores the idea of how brand packaging changes our perception. After all, the food inside is still the same. "The exhibition explores the dynamic and often blurred ethical boundaries of design within consumer culture". That's how the artist himself describes the idea. 

More info: peddymergui.com

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Yogurt By Tiffani&Co

Yogurt By Tiffani&Co

Peddy Mergui Report

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Infant Formula By Chanel

Infant Formula By Chanel

Peddy Mergui Report

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Salami By Louis Vuitton

Salami By Louis Vuitton

Peddy Mergui Report

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Soft Butter By Bvlgari

Soft Butter By Bvlgari

Peddy Mergui Report

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Pickles By Gucci

Pickles By Gucci

Peddy Mergui Report

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Salt & Pepper By Hermès

Salt & Pepper By Hermès

Peddy Mergui Report

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Corn-Flavored Ramen Noodles By Burberry

Corn-Flavored Ramen Noodles By Burberry

Peddy Mergui Report

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Petit Beurre By Dolce & Gabbana

Petit Beurre By Dolce & Gabbana

Peddy Mergui Report

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Coffee By Cartier

Coffee By Cartier

Peddy Mergui Report

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Basmati White Rice By HSBC

Basmati White Rice By HSBC

Peddy Mergui Report

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Olive Oil By United Colors Of Benetton

Olive Oil By United Colors Of Benetton

Peddy Mergui Report