Peddy Mergui: What if Apple sold milk?

Peddy Mergui, artist and designer, with the work Wheat is Wheat is Wheat, is the design language of some of the most famous fashion brands - Versace, Bvlgari, Dolce & Gabbana, etc. – used in the food industry. He did the same with brands like Apple, Nike and Ferrari. So what would product packaging look like if one day Apple decided to sell milk and Ferrari decided to sell pasta?

Peddy Mergui, born Moroccan, living in Israel with his work and exhibition Wheat is Wheat is Wheat achieved fascinating and grotesque results. With the infusion of packaging of our most basic good with the values of prestige and luxury explored the dynamic and often blurred ethical boundaries of design in consumer culture.
The exhibition is intended to highlight the challenge a designer faces when he is in charge of promoting economic interests, while at the same time wanting to remain true to his own moral compass. Various exhibits combine forms and images from the world of consumption with concepts from the field of consumer ethics.
Apple for the sake of image, he could sell us milk for 8 euros, Nike and an orange for 4 euros. And if we did, what does that say about us?

The witty and provocative work Wheat is Wheat is Wheat leaves us with more questions than answers.