Would you buy Dolce & Gabbana tea biscuits if they were sold? In a series titled “Wheat is Wheat is Wheat.,” Israeli-based artist Peddy Mergui conceptualizes the ridiculous loyalty that occasionally surrounds luxury brands.

As Mergui explains on his website:  “By infusing the packaging of our most basic commodities with values of prestige and luxury, Wheat is Wheat is Wheat explores the dynamic and often blurred ethical boundaries of design within consumer culture. This exhibition 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.” Here’s a look at some of his work:

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