Wheat is Wheat is Wheat is the creative vision of artist, designer, Peddy Mergui. Peddy’s personal experiences — from leaving Morocco as a small child and moving to Israel, to exploring the beauty of Japanese culture as a young adult – play an essential role in his design process desire to challenge the status quo. As both the owner of a brand firm, and a senior professor of design at the Holon Institute of Technology, Peddy has over 20 years of practical industry and academic experience in the world of design and branding. Known for his ability to translate graphic language and visual communication into “rule-breaking” designs and concepts, Peddy has led significant and diverse advertising campaigns as well as a wide variety of projects involving brand building, packaging and product perception.

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