Photo series imagines flour by Prada, fruit by Nike, and the iMilk

Even though customers are forever getting more shrewd and informed, especially since it only takes a moment to look up reviews of a product online, we can't help but be seduced by beautiful packaging. Israel-based designer Peddy Mergui, in his exhibit Wheat Is Wheat Is Wheat explores that ‘decisive moment,' right before you realize how humorous it is—and perhaps, revealing—that we don't jump at the juxtaposition of international luxury brands with ordinary staple foods.

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