Apple is often cited as the pinnacle of design in the electronics world, but what if the minimalist design sense of Jonathan Ive showed up on the dairy aisle of your local grocery store? That’s the world that Israel-based designer Peddy Mergui is imagining, transforming iconic brands into purveyors of a product they’ve never sold before: food.
(Above and below: You guessed it… that’s Apple iMilk)
The series Wheat is Wheat is Wheat, sees each brand perfectly tailored to well considered products. Ferrari selling pasta in bright red and yellow drums? Oranges enclosed in geometric boxes with an iconic Nike swoosh? Mergui often nails both the product and presentation each brand could take if food was in the business plan. Some are so right on that I’m surprised they aren’t real products upsold during checkout.
Rather than any sort of specific brand criticism, Mergui’s site says the series serves to highlight “both the contentious, potentially arbitrary connection that products have to packaging, and the ethically challenging conditions in which designers are asked to operate.” His work is thus a strong statement on the ultimate power of the brand, and a question of its intrinsic worth.
See more from Peddy Mergui here.
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