Johnny Walker website
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.
“ORIGIN MYTH” NORM: The brand has a story to tell — and the higher-order benefit for the consumer, is participating in that story. Connecting to a living legend. (Note this code is primarily activated on by premium single malt scotch brands.)
“ORIGIN MYTH” FORMS: “The story behind our one-of-a-kind recipe” (Basil Hayden’s), “The Story: Six Pillars, an exploration on a fascinating journey” (Macallan). Hushed, reverential tonality of recounting a legend — or even mythology. Subdued color palette — sepia, black and white. A “historical” color palette — sense of catching a glimpse of the past, before color film. Portraits of the founder, relics displayed as though in a museum.