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.

“BRITISH RITUAL” NORM: Britain’s time-tested tea/coffee culture is worth emulating.

“BRITISH RITUAL” FORMS: Elegance of serving details in retro sepia colors. Map of origin. Old coffeeware. Retro UK tea pot / cups. Retro UK utensils. Tonality: European tradition of coffee/tea making. “TEAHOUSE” in English. “TEATIME” in English. “Fragrant aroma of Europe.” “Loved by Europeans.”

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.