Peddy Mergui, an Israeli artist and designer, recently released a creative exhibit that challenges consumerism as we know it. Wheat is Wheat is Wheat is his latest series, currently on show at the Design Museum Holon from June 5th to October 27, 2018. He takes basic food items, such as eggs and milk, and redesigns the packaging as if our favorite luxury brands produced them. From yogurt by Tiffany & Co to milk by Apple, these stunning works of art challenge our ideas of consumption and marketing.

Luxury Packaging

The packaging of necessities by our favorite luxury brands, such as Nike and Versace speak about consumerism. The Museum of Craft and Design summed it up perfectly, commenting that “By observing Peddy Mergui’s new and improved “luxury” products we may see how brand alignment is perceived by many as acceptance to a status group or an affirmation of successful lifestyle.” Wheat is Wheat is Wheat was awarded a gold medal at the German Design Awards 2016 for Excellent Communications Design in Packaging.

Peddy Mergui channeled is own experiences when designing the series. He moved from Morocco to Israel as a child, and then to Japan as a young adult. Mergui experienced a variety of cultures and their relationships with consumerism. He owns a brand firm himself and has experience with marketing and packaging. Mergui is also a senior professor of design at the Holon Institute of Technology and understands the world of branding and design. He focuses his lectures of packaging and visual communication. Peddy combined his academic understanding of branding and his professional experience leading advertising campaigns to create Wheat is Wheat is Wheat.

Consumerism and Branding

There is no denying that the packaging is beautifully done. Mergui captures the essence of each luxury brand and brilliantly combines them items we buy from the market every day. Each package has a thoughtful design with the luxury brand in mind. Each package is shaped accordingly. Mergui paid attention to each brand’s details, especially in the patterns by Louis Vuitton and Bvlgari. We hate to admit it, but we would probably pay extra for the carton of milk from Apple.

What are we Paying for?

The pickles by Gucci and baby formula by Channel had a few of us giggling because it seems so silly. However, the packaging does raise the question, “would consumers pay more for flour if they thought it came from Prada?” Does a consumer pay more for the quality of the item inside the package or the brand that created it? In an interview with SFGate, Mergui was asked what are consumers truly obtaining with they purchase designer, luxury products. He responded that in his opinion, “they are buying something they lack in themselves. But where is the line drawn and where does that preoccupation become exaggerated and ridiculous?”