Apple, Ferrari, Tiffany, Chanel. These brands represent prestige and the very best of technology, cars, jewelry and clothing. But what if they sold more than that?
In a new stunt designed by Peddy Mergui, luxury brands like Apple and Tiffany are re-imagined as grocery products. iMilk and that little blue box (of yogurt) are part of his collection called Wheat is Wheat is Wheat. The collection is made up of 16 different photos of items you might find on the shelves of an ultra-luxurious Walmart.
But the focus isn’t on the product itself; it’s on the packaging. Mergui originally created the collection to make a statement about the power of branding and the “arbitrary connection” between products and packaging. However arbitrary it may seem, product packaging is a huge part of consumer culture. When faced with two boxes of crackers, the consumer tends to pick the box with the more visually pleasing package or a trendier logo. Design is not something to be ignored.
Mergui also wanted to bring attention to the ethical dilemma many designers encounter: how to make something original and creative under the umbrella of corporate economic interests. His take on consumer culture is supposed to make us take a step back and question our need to constantly represent ourselves through brands.
So the next time you pick up an orange, think about this: would you be more likely to buy it if it came in a stand-out box marked with the Nike swoosh?