Artist Peddy Mergui from Israel has been rethinking how we perceive food packaging, based on the marketing tactics of luxury brands. His exhibition ‘Wheat is Wheat is Wheat’ is a collection of containers, cases and crafted boxes of items you would find at a grocery store, but instead the packaging bears the familiar trademarks of well-known brands such as Nike, Tiffany, Gucci and Apple. Each pack comes with a logo that is aesthetically described by the characteristics and visual elements appropriate to each label.

“The various exhibits combine shapes and images from the world of consumption with concepts from the field of consumer ethics.’ mergui describes ‘they serve to highlight both the contentious, potentially arbitrary connection that products have to packaging, and the ethically challenging conditions in which designers are asked to operate. using humorous, yet provocative undertones, wheat is wheat is wheat will leave you with more questions than answers – particularly on your next trip to the supermarket.” – Peddy Mergui