Peddy Mergui is a designer, artist, branding expert and academic lecturer. Born in Morocco,
founder and owner of TalkingBrands, has an experience of over 20 years in design and
branding.Peddy’s international exhibition, Wheat is Wheat is Wheat , that displays a critical view
of consumerism culture, has been presented in a variety of places such as the Design Museum
in San Francisco, Expo Milano.
Wheat is Wheat is Wheat explores the interstice of design and ethics, and examines the
designer’s role in a field designated to give shape to an idea, while recruited to effectively serve
economic interests. Through the creation of supermarket environment vignettes, in which
products are rebranded, Mergui presents basic grocery items with wellknown
luxury labels and aesthetics, effectively turning a viewer’s perception of quality on its head. Works in the series borrow their forms from the world of consumption and their concepts from the field of consumer ethics. They expose the often arbitrary connection that a product has to its packaging, and the conditions in which a designer operates.