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.

“NOTHING BUT MILK” NORM: Stripped-down list of ingredients.

“NOTHING BUT MILK” FORMS: Ingredient minimalism. Showing just a few nuts, oats, etc. Ample use of white space in packaging. Simple goodness. “Sun makes tree makes almonds makes almondmilk” (Silk). “It’s the Simple Truth. Easy to find, understand, and afford.” (Kroger Simple Truth) “Made with simple plant-based ingredients” (Califia). Few ingredients. “You can count them on one hand” (Simply Almond). “Only two ingredients. And one is water.” (Elmhurst Almond)

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.