What food would look like in luxury packaging

Milk by apple, flour by Prada, coffee by Cartier

By Jenny Eagle contact

- Last updated on GMT

Peddy Mergui’s ‘Wheat is Wheat is Wheat​’, ‘explores the dynamic and often blurred ethical boundaries of design within consumer culture. 'Milk by apple. Flour by Prada. Coffee by Cartier’.

Museum of Craft & Design

The exhibition is on display at the San Francisco Museum of Craft and Design (SFMCD), US, from now until June 15.

A spokesman for SFMCD said: “What does the consumer actually purchase when he or she pays top dollar for a ‘brand’ of wheat/flour, or table salt​?"

The artwork includes crafted boxes, containers and cases, bearing a familiar trademark of a well-known brand like Nike, Tiffany, Gucci and Apple.

For example, fruits are contained in geometric and angular grey crates, emblematic of the Nike brand.

Works on display borrow shapes and images from the world of consumption and concepts from the field of consumer ethics. They explore the sometimes-arbitrary connection that products have to packaging, and the conditions in which the designer needs to operate​," the spokesman added.

Talking Brands

“'Wheat is Wheat is Wheat'is a humorous yet provocative commentary on global consumer culture that may just have us questioning our next purchase​.”

The exhibition is sponsored by the Consulate General of Israel to the Pacific Northwest in San Francisco and the Israel Center of the Jewish Community Federation.

Mergui owns Talking Brands, an Israeli branding and design agency and is a lecturer, former head of the design department and a senior staff member at the Holon Institute of Technology (H.I.T.), Israel.

His awards include the 2013 REBRAND 100 Global Awards Winners; 2011 third place at The Israeli National Bills Design Competition; a 2007 silver medal from the Binlah Houralit in Prague and the 2006 silver star for Packaging from the Packaging Center.

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