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Luxury Meets Grocery: See What Tiffany Yogurt And Milk Cartons Designed By Apple Look Like

Paddy Mergui's new art exhibit combines luxury brands with everyday products.

As consumers we equate luxury with things like diamonds, fancy clothes, expensive cars and high-end electronics, but our association with quality is often as much defined by the brand image as it is by the product itself.

A new exhibit by Paddy Mergui at San Francisco's Museum of Craft & Design shines a spotlight on these brand associations by imagining big names in luxury on everyday groceries. "Wheat is Wheat is Wheat" shows what yogurt, salami, eggs, fruit, milk, and more would look like under the brand identities of Versace, Gucci, Louis Vuitton, Nike, Apple, and more. The high-low integrations explore the sometimes-arbitrary connection that products have to packaging and challenge our assumptions about the value (and values) certain brands represent.

Only thing missing is a can of Hermès tuna. The exhibit runs through June 15.

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  • To be honest I don't get it. Besides slapping visual brand equities on a consumer packaged good, this says nothing about a brand and what it stands for. I don't believe they captured what these brands are about, and most of them are not successful designs. Take the Nike one for example. If Nike was going to break into the fruit biz, they sure wouldn't use excessive packaging and they would understand how consumers shop the category. So not only can I not examine the fruit to see if I want to buy it, I have to pay way more for it because Nike had to pay someone to individually package each fruit. Overall I guess I get what they were trying to do, but I think they missed the mark.