peddy mergui extends luxury brand lines to food packaging

peddy mergui extends luxury brand lines to food packaging
(above) salami by louis vuitton
all images courtesy of peddy mergui

israel-based artist peddy mergui has envisioned a series of food packaging, extended from the lines of luxury brands. the exhibition ‘wheat is wheat is wheat’, currently presented at the museum of craft and design, san francisco through june 15th, 2014, displays the collection of crafted boxes, containers and cases, each bearing a familiar trademark of a well-known brand. nike, tiffany, gucci and apple — to name a few — are logos featured on the packs, which are aesthetically described by visual elements and characteristics appropriate to each label; for example, fruits are contained in geometric and angular grey crates, emblematic of the nike brand.

salami by louis vuitton is wrapped in the trademark LV print

‘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.’

yogurt by tiffany&co

detail of 3% natural yogurt packaging

gucci pickle containers

the cans’ colors are emblematic of the gucci brand

apple milk

stark white and grey boxes mimic the apple brand’s aesthetic

fruit containers for nike

geometric and angular packaging holds each fruit

flour by prada

flour by prada

easter eggs by versace

eggs are wrapped in the trademark versace seal

[h/t] fast co.create