The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted 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.

“ADVENTURE CAMP” NORM: A non-earnest, though not exactly mocking, approach to adventure. Adventure still valued — but without the wide-eyed, touristy, naiveté found in mere premium brand communications.

“ADVENTURE CAMP” FORMS: Residual, “lame” adventure motifs and props — tourists on camels, big fur hats, James Bond — appropriated without a wink. Adventure demystified, leaving only the adventurer.

From a 2020 audit — for a leading gin brand — of Super Premium-ness.