Café Bustelo social
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.
“COLOR MY WORLD” NORM: Coffee adds “color” to a daily life that can be uninspiring.
“COLOR MY WORLD” FORMS: : Bright, eye-popping, rainbow of colors. In the case of Bustelo, an homage to ultra-colorful Latinx culture Chameleon’s mascot is a color-changing lizard (and the brand is Austin-based, all about being creative). Everyday life transformed into art. Creative, imaginative tonality. “Coffee of a different color.” “Uncap your creativity.” “From a blank canvas to a napkin in a restaurant, creativity inspires originality. That’s what SToK Cold-Brew Iced Coffee stands for; coffee for the innovators, thinkers and crafters.”