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.

“JOY JUICE” NORM: Coffee/tea is a crucial part of how I enjoy my happy life.

“JOY JUICE” FORMS: Coffee/tea is not necessarily the center of the joy, but rather a representation of happiness in life: Dancing, bouncing, surfing coffee. Coffee as sun. Dancing in the office. With a dog. Tonality is positive feels and vibes: “This is my happiness,” “Let’s go with peace”

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.