Everyday Foods Re-Branded as Luxury Products by Tiffany, Gucci and More

Posted On Fri, April 25, 2014 By

Posted On Fri, April 25, 2014 By In Design, Products

If Gucci was to start canning pickles, would that make eating them more appetizing? A new series by artist Paddy Mergui is re-imagining everyday foods as luxury products.

The collection, titled “Wheat is Wheat is Wheat”, wraps over a dozen common foods in designer patterns and well-recognized packagings, playing on our susceptibility to big names and brand recognition. “[Design is] so under the radar that people think it’s nice and that it’s giving them self esteem,” Mergui tells The Verge. “Actually, be aware that you’re being manipulated by the visual aspects of packaging.”

From Apple’s iMilk to Burberry ramen to Cartier coffee to a dozen Versace eggs, see all the products ahead.

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Dolce and Gabbana tea cookies.

luxury branding, Gucci pickles, Apple iMilk, Paddy Mergui, San Francisco's Museum of Craft & Design, everyday foods as luxury products, Wheat is Wheat is Wheat, Burberry ramen, consumer art, Dolce and Gabbana tea cookies

iMilk, anyone?

luxury branding, Gucci pickles, Apple iMilk, Paddy Mergui, San Francisco's Museum of Craft & Design, everyday foods as luxury products, Wheat is Wheat is Wheat, Burberry ramen, consumer art, Dolce and Gabbana tea cookies

Tiffany yogurt.

luxury branding, Gucci pickles, Apple iMilk, Paddy Mergui, San Francisco's Museum of Craft & Design, everyday foods as luxury products, Wheat is Wheat is Wheat, Burberry ramen, consumer art, Dolce and Gabbana tea cookies

Hermes salt and pepper packets.

luxury branding, Gucci pickles, Apple iMilk, Paddy Mergui, San Francisco's Museum of Craft & Design, everyday foods as luxury products, Wheat is Wheat is Wheat, Burberry ramen, consumer art, Dolce and Gabbana tea cookies

Versace eggs.

+ Paddy Mergui

[Via The Verge]

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