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.

“SOUL FOOD” NORM: Love is our most important ingredient.

“SOUL FOOD” FORMS: : Love and soulfulness “baked into” the product. Hearts pouring out of a milk bottle. ”Soulful” warm typography, colors, and illustration style. Warm glow of good feeling. Good not merely for your body, but your happiness, soul, karma, etc..: “Plant-based food… makes us happier and healthier.” (Ripple) “The Ripple Effect” (Ripple) “Feed your soul” (So Delicious) “Good Karma” (Good Karma)

From a 2022 study of the KEEP IT SIMPLE territory — associating milk with good health, joy, inspiration, and energy — within the Dairy & Non-Dairy Milk category.