luxury groceries

Israel-based (former) designer, Paddy Mergui has come up with an intriguing series that explores what it would be like if luxury brands packaged and sold everyday groceries. Titled ‘Wheat is Wheat is Wheat’, this exhibition “is meant to highlight the challenges a designer faces when tasked with promoting economic interests while remaining true to his or her own moral compass.”
Viewers will do a double take when they see a packet of yogurt with the trademark blue packaging of Tiffany & Co., while Versace’s eggs are covered in a sleek black case—through these juxtapositions, Mergui is exploring why the look of certain brands seem more highbrow to us, and the parts that designers have had to play in crafting a brand’s image.

“As designers we are constantly recruiting our worlds to create changes in product conception and values. The engagement in image and creating meaning is the heart of the visual communication field.” – Mergui

It is important to remember that Mergui is not criticizing these brands—he is criticizing consumers and the values that we have attributed to these luxury brands, urging us to re-examine our need to be associated with highbrow labels. Have a look at this playful series below—what do you think of it?
Mergui’s artworks will exhibited at The Museum of Craft and Design in San Francisco from now until June 15, 2014.