Califia “Inside the Bottle” commercial
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.
“FARM SCIENCE” NORM: Scientific methods at work on the farm.
“FARM SCIENCE” FORMS: Scientist signifiers. White coat Person associated with farming/milk production but wearing something more “white collar” than flannel, etc. Deploying science in the service of nature and health. Left-brain, right-brain balance. Simultaneously rational and emotional. “We can all get a little emotional over the things we love. For us, that starts with healthy soils and regenerative farming practices that keep carbon levels in balance…” (Milkadamia) Professionalism signifiers: “Meet Meggan: Veterinarian and Animal Care Specialist” (Organic Valley) “Food scientist at Califia.” (Califia) Sci-fi sense of wonder and curiosity. “Why not use AI to help discover infinite combinations of plant-based goodness?” (Not Milk)