Tel Aviv-based artist Paddy Mergui tells SF Gate that he “became intrigued by the field of design and branding as a child.” Mergui’s current exhibit at the San Francisco Museum of Craft and Design, called “Wheat Is Wheat Is Wheat: Peddy Mergui,” explores what it would be like if luxury brands packaged and sold everyday groceries.

Mergui has designed seductive-looking products including Versace eggs covered in a sleek black case, Louis Vuitton salami, Nike fruit, and Tiffany & Co. yogurt.

Yogurt by Tiffany & Co

Yogurt by Tiffany & Co.

Mergui tells SF Gate,

[pullquote]”In my opinion [consumers who purchase designer labeled, luxury products] are buying something they lack in themselves. But where is the line drawn and where does that preoccupation become exaggerated and ridiculous?”[/pullquote]

Check out Mergui’s luxury versions of everyday products in the gallery above.

Mergui’s artwork will be exhibited at The Museum of Craft and Design in San Francisco from now until June 15, 2014.

[via SF Gate]