Compare to… addresses issues of visual brand conformity and its exploitation and perpetuation of packaging design as a powerful visual signifier in popular culture. Partially inspired by Andy Warhol’s Campbell’s Soup cans, Brillo boxes and Coca Cola paintings, these images present the viewer with generic, store-brand or off-brand products that visually play off the packaging design of major, well-established brands. As Warhol sought to show the cultural significance (fame) of long-established brands, Compare to… seeks to take the idea a step further with lesser brands riding the visual coat-tails of the major ones.
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