If Apple Made Milk, and Other Super-Cool Imaginary Product Packaging

Luxury brands take over supermarket shelves in artist's series

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Next time you're at the supermarket scanning the shelves for whichever loaf of bread is on sale, because you don't really care which brand you buy—because bread is bread is bread—imagine if the top shelf had a loaf slapped with a Fendi logo. Would you buy it?

Israel-based artist Peddy Mergui presents a fascinating fantasy world where luxury brands make various food products in his series Wheat Is Wheat Is Wheat.

"By infusing the packaging of our most basic commodities with values of prestige and luxury, Wheat Is Wheat Is Wheat explores the dynamic and often blurred ethical boundaries of design within consumer culture," says his website.

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