Clover Sonoma “It Matters Where Your Milk Comes From”
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.
“GROOVY COMPANY” NORM: A laid-back, mission-driven place to work.
“GROOVY COMPANY” FORMS: Driven. “This level of ruthless integrity is what makes us the premium plant milk brand that we are, and consequently why we taste so good. We might cost a touch more, and we may be a touch harder to find, but we believe we’re worth it.” (Malk) “We believe people have the power to eat good, feel good, and do good, which is why we’re committed to transforming mindful ingredients into mind-blowing delicious products that do right by people and the planet.” (So Delicious).