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Not Your Grandma’s Gourmet: Peddy Mergui’s Wheat Is Wheat is Wheat

Peddy Mergui is a top branding expert, artist, and designer. He is known for his prowess at making “rule-breaking” designs and concepts. His recent project, Wheat is Wheat is Wheat, pairs basic commodities like eggs, rice, and milk with luxury packaging. This work illuminates the struggle Mergui faces as a designer between promoting monetary interests while remaining true to his own moral compass. The objects that Mergui made for the project highlight the arbitrary connection that products sometimes have to their packaging. Wheat is Wheat is Wheat is humorous, provocative, and gives you a lot to think about on your next shopping trip. How much would you pay for Tiffany yogurt? Would it taste better? 

1. Salami By Louis Vuitton

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Hmmm….not sure that LV casing makes this sausage look anymore appetizing, but it might be an effective way to pork up waif-ish fashionistas. 

2. Flour By Prada

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We’ve had some pretty luxurious European pastries, but whole wheat flour by Prada would certainly take it up a notch. Talk about artisanal bread! 

3. Eggs By Versace

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Egg cartons are generally not considered the finest containers around, but slap a Versace logo on them and they certainly do look handsome. We’re just wondering where they keep the Versace chickens??

4. Pickles By Gucci

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The phrase “Gucci pickles” doesn’t exactly roll off the tongue, but somehow the cans look absolutely delectable. Only fit for the finest charcuterie platter!

5. Bulgari Butter

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If you love rich, creamy fats as much as we do then you know that butter is pure edible gold. Who better to make it then than one of the world’s finest jewelers?

6. Milk By Apple

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What if Apple really milked their brand appeal? You got an iPhone, iPad, and an iPod, so why not drink iMilk? We bet it’s super user friendly. 

7. Yogurt By Tiffany & Co. 

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Breakfast at Tiffany’s is so old school. Introducing Tiffany’s breakfast on the go. 

8. Baby Formula By Chanel

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We’ve heard of luxury baby food, luxury baby toys, and luxury baby toiletries, but what about luxury baby formula? Hopefully stylish eating has a positive effect on brain development. 

All Images Sourced From: Peddy Mergui 

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