Peddy Mergui

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.

Throughout his career, Peddy has been awarded a multitude of honors for his work including winning a national design competition in 1996 for which he received national recognition. It was this same year that Peddy established his own firm and began his journey towards becoming one of Israel’s leading brand expert for establishing successful brands . In addition to his work in Israel’s business sector, Peddy is both a lecturer, former Head of the Design Department and a Senior Staff member at the Holon Institute of Technology (H.I.T.). Lecturing on branding, packaging, and visual communication, Peddy brings to the academic arena a perspective that integrates both his work in the studio and leading methodologies, directions and design trends from around the world.