Artist Imagines How Common Grocery Items Would Look if They Were Sold by Famous Brands Like Chanel and Apple

In his fantastic art project Wheat is Wheat is Wheat, artist Peddy Mergui imagines a world in which prestigious brands like Nike, Chanel, and Apple sell humdrum grocery staples like milk and eggs. The results are wonderfully confusing to the poor consumer’s mind: witness eggs by Versace, Apple iMilk, and Nike fruit.

photos via Peddy Mergui

via Fast Company Co.Design