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.