In a world where everything slapped with a brand sells, Israel-based artist Peddy Mergui makes light of the issue through his art series, Wheat Is Wheat Is Wheat.
In this series, Mergui explores what it would be like if tech company Apple Computer sold milk, if jewellers Tiffany & Co sold yogurt, if fashion label Prada sold flour, if sportswear brand Nike sold fruits, and many other fascinating juxtapositions.
According to a passage on Mergui’s website, he says "By infusing the packaging 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,"
Some of these brands may be world famous and synonymous with luxury, but see how entirely different feelings are evoked as you them attached to very common grocery items.
[via Adweek]