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.

“MY STYLE” NORM: Coffee represents taste and style that are truly mine.

“MY STYLE” FORMS: Showing different types of people and style: A couple with different preferences; OOTD/#whatsinmybag style Instagram post; product seamlessly integrated into the style. Elements of unexpected combination for uniqueness: Café + guy (in contrast with café girl – a woman who likes cafés); Coffee being part of everyday goods like stationary, electronic device, fashion items – “need to get proper stuff for things I use everyday”; Different person, different taste

From a 2021 study of the YOU DO YOU (It requires self-confidence and support to blaze your own trail) territory, within Japan’s Coffee category.