Nike Fruit, iMilk and Other Ways to Influence Consumption

Fruit by Nike is a piece by designer Peddy Mergui in his exhibit "Wheat is Wheat is Wheat," next on display in May at Expo Milano 2015. Courtesy of Peddy Mergui, via the Salt

Fruit by Nike is a piece by designer Peddy Mergui in his exhibit “Wheat is Wheat is Wheat,” next on display in May at Expo Milano 2015.
Courtesy of Peddy Mergui, via the Salt

Just eat it.

It’s hard to look at these stylish packages of citrus fruit, bearing Nike’s iconic swoosh, without having the athletic company’s famous slogan “Just do it” immediately come to mind. And that’s precisely the point, says Israel-based designer Peddy Mergui.

He says packaging tells a story, and can imbue consumer goods with value and prestige. And he created the Nike fruit as part of a project that reimagines everyday foods as designer groceries. The goal, he tells The Salt, is to explore how packaging manipulates our perceptions and desires.

Read about “Wheat is Wheat is Wheat” on The Salt.

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