If Tiffany Sold You Yogurt, Would it Taste Better?

Do you notice how many times you have chosen a product because of how it looks than what it is?  When was the last time you picked a bottle of Perrier than an unbranded sparkling water, despite the fact that they technically tasted the same, simply because of the brand and its look?  


One may argue that branding isn't merely about the appearance of a product but also the quality.  It may be true for categories like technology, fashion, automobile, etc. but for basic commodities such as sugar, egg and milk, the differentiation could be minimal.  Yet, many customers, including myself, are dizzied and manipulated by these branding and packaging fantasy. 


An Israel-based artist Peddy Mergui wants to challenge this customer culture and bring this illusion to the extreme by branding a series of everyday goods with the world's most prestigious brands.


The project is called Wheat is Wheat is Wheat, it "explores the dynamic and often blurred ethical boundaries of design within consumer culture. 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."


Below are some of the creations (or "crossover").  Would they make you rethink of what is inside than what is outside on your next trip to a supermarket? 




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