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.

“EURO-ELEGANT” NORM: Luxury cue. Classic. Refined. Elegant. Sophisticated. Europeans know quality and would not export anything but the best.

“EURO-ELEGANT” FORMS: References to European history: “With the fires of the French Revolution still smouldering…” (Courvoisier). References to European know-how and style: “The French savoir-faire” (St Remy). French names; references to other European countries. Certain pack shapes read as “European” to US consumers: bulbous bodies with long necks; wine/champagne-type bottles. Paris Landmarks— Eiffel Tower and other architectural details from the City of Light Filigree like details — ornamental, decorative script used in logo design.

From a 2016 study of the PRIDE IN TRADITION space — within the Brown Spirits category.