If Apple Made Milk, and Other Imaginary Product Packaging

Luxury brands take over supermarket shelves in artist’s series

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. “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.”

It’s been a while since art school, but I think this project’s statement translates to: “There’s an ass for every seat. If you build it, they will come.”

Take a look below at these ludicrous collisions of commercialism.

Tiffany yogurt: Because being regular isn’t good enough. 

Prada flour: We’ll just assume it’s white. 

Nike fruit: Just eat it.

Louis Vuitton sausage: Just don’t ask how it’s made. 

Gucci pickles: The silliest dill. 

Ferrari pasta: As if you even eat carbs. 

Dolce & Gabbana tea biscuits: Are we sure these aren’t real?

Chanel baby formula: It’s actually from the teat of Gerard D

HSBC basmati white rice: This bag is actual size. 

Bulgari butter: When it melts, it turns into the Pope’s tears. 

Apple iMilk: That extra 1 percent is for the 1 percent.

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