Any product is believable no matter how absurd it is, no matter how mundane it is.  “The Modern General Store” (“TMGS”) is set in a science-fiction world that mirrors our own and explores the historical shared characteristics of mechanical reproduction, advertising, typography, and imagery.  “TMGS” elevates mundane objects such as milk cartons to art by infusing them with humor and fantastical elements.  This project suggests that if the packaging is well-designed, any product is believable.