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Cool Designer Grocery Photo Series

Brand is king everywhere these days, but you tend not to see too much luxury happening in the more prosaic elements of shopping: your basic weekly grocery shop, for example.

But Israel-based designer Peddy Mergui has created this incredible series of photographs imaging how high-end lucury fashion brands would approach the packaging for milk, fruit, eggs, pasta and many other basic foodstuffs.

The series, entitled Wheat Is Wheat Is Wheat is designed to engage the viewer, "by infusing the packaging of our most basic commodities with values of prestige and luxury.... [it] explores the dynamic and often blurred ethical boundaries of design within consumer culture...[it] is meant to highlight the challenges a designer faces when tasked with promoting economic interests while remaining true to his or her own moral compass."

We just think that it's a clever idea, done in an extremely stylish manner. See for yourselves below.

(Images: Peddy Mergui)

Infant Formula By Chanel

Yoghurt by Tiffany & Co

Salami by Louis Vuitton

Rice by HSBC

Pickles by Gucci

Petit Buerre by Dolce & Gabbana

Pasta by Ferarri

Olive Oil by United Colors of Benetton

Ramen Noodles by Burberry

iMilk by Apple

Fruit by Nike

Flour by Prada

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Eggs by Versace

Coffee by Cartier

Butter by Bvlgari

Salt & Pepper by Hermès