Consumerism With A Twist: Israeli Designer Explores Limits Of Branding

Image via www.PeddyMegui.com

Israel-based designer Peddy Mergui is the artist behind the creative vision of Wheat is Wheat is Wheat.  In this exhibit he takes world-renowned luxury brands, such as Tiffany, Apple and Versace, and applies their branding to everyday items you would find in the grocery store. The goal of his exhibit is to explore how packaging manipulates our perceptions and desires. According to a recent NPR article, Mergui says, like many high-end brands, Apple isn’t just selling you products. “It represents a certain lifestyle, a community.”

From Tiffany’s yogurt to Apple’s iMilk, some of these items look insanely modern and tasteful. The question is raised of why certain brands don’t consider selling these items.

Mergui states, “As a designer myself, I am always asking myself what the ethical boundary is when it comes to a design’s ability to influence consumption. If they so chose, Apple might be able to sell you some iMilk for $10 a gallon, or Nike a branded orange for $5 a pop. And if they could, what does it say about us?”