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.

“MIDCENTURY KNOW-HOW” NORM: People used to make coffee better than they do today.

“MIDCENTURY KNOW-HOW” FORMS: Packaging and other comms that reference the Showa Era — the era of enlightened peace — i.e., 1926–1989. A time of prosperity. Orange is often associated with the Showa Era. Also: block letters, old-fashioned illustrations.

From a 2021 study of the HONORING TRADITION (It requires expertise and skill to participate in a time-tested ritual) territory, within Japan’s Coffee category.