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.

“MOOD MATCH” NORM: Coffee helps you get into the right mood — and stay in it.

“MOOD MATCH” FORMS: Emphasis on the versatility of coffee/tea by showing different situations. Coffee juxtaposed with different work scenes .Different mood/occasions in a day. Tonality emphasizing the versatility of coffee/tea: “Pick what matches your mood,” “Satisfied, anytime. When you want to enjoy while relaxing, when you want to drink a lot, it’s satisfying anytime anywhere.”

From a 2021 study of the YOU DO YOU (It requires self-confidence and support to blaze your own trail) territory, within Japan’s Coffee category.