Israel-based designer Peddy Mergui has reimagined everyday foods, such as eggs, milk, flour and biscuits, as high-end designer groceries. The Wheat is Wheat is Wheat project, which was originally exhibited at San Francisco's Museum of Craft and Design, will be on display at Expo Milano 2015 in May.
Aiming to explore how perception and desire can be manipulated through packaging, the project borrows visual branding more commonly associated with luxury labels. Products include a 'Tiffany yogurt', 'Chanel infant formula', 'Versace eggs' and 'Cartier coffee'.
This playful project reflects a wider movement in food presentation, where juxtaposition and surreal aesthetics are being used to challenge expectation and evoke delight. For more on the intersection between edibles and design, see New Food Styling and Feasting on Art.