The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

The object of study in semiotics is not the signs but rather a general theory of signification; the goal of each “audit” is to build a model demonstrating how meaning is produced and received within a category or cultural territory. Signs on their own, therefore, only become truly revelatory and useful once we’ve sorted them into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

“RARE & PRECIOUS” NORM: 

Explicitly and implicitly communicating the notion that this spirit is a scarce resource — to be coveted, jealously protected, served sparingly. (Note that this code is most frequently associated with single malt scotch brand communications.)

“RARE & PRECIOUS” FORMS: Hush-hush tonality. You are being let in on a secret. Pack placed literally on a pedestal, spotlit and photographed like a valuable work of art. Juxtaposition or association of product with fine art, jewelry, furniture, etc. Sense that product is locked up, protected.

From a 2016 study of the PRIDE IN TRADITION space — within the Brown Spirits category.