Kanha website
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.
“HIT THE ROAD” NORM: Satisfy your wanderlust — explore the world!
“HIT THE ROAD” FORMS: Exotic locales. Asian, African signifiers, e.g. — but California is also exotic for Americans. Exotic flavors: Lychee, Habanero Pineapple, etc. Adventure: Motorcycles, binoculars, suitcases, etc. “An edible for any step on your journey,” “Edibles for every Adventure.”