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.

“CLASSICAL JAPONICA” NORM: The best teas come from Japanese tradition.

“CLASSICAL JAPONICA” FORMS: Cultural authenticity signified with traditional designs: traditional pattern on bottles; Japanese teapot; supporting traditional handicrafts from all over Japan; iconic samurai character; classical font; calligraphy. Local language, highlighting tradition and culture: “We value the longstanding culture of drinking tea brewed with traditional teapot.”

PS: Also see this post, from a different series, about the kyusu (Japanese teapot).

From a 2021 study of the HONORING TRADITION (It requires expertise and skill to participate in a time-tested ritual) territory, within Japan’s Coffee category.