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Wheat is Wheat is Wheat” is the latest series by Israeli artist Paddy Mergui where he explores the dynamic and often blurred ethical boundaries of design within consumer culture, imagine what it would look like if luxury brands packaged and sold everyday produce and grocery foods.

The artist wants to highlight the challenges a designer faces when tasked with promoting economic interests while remaining true to his or her own moral compass.

Milk by apple. Flour by Prada. Coffee by Cartier…