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.

“JUST BREATHE” NORM: Brief coffee/tea time is essential to recover from fatigue.

“JUST BREATHE” FORMS: Taking rest from the busy everyday: Moment of relaxation; Doing nothing; Deep breath. Importance of taking a break: “Phew, anytime”; Healing time; “Work, then take a break”; “Time for a quick break on a busy morning.”

From a 2021 study of the SELF CARING (In order to thrive, you must nurture your body, mind, and spirit) territory, within Japan’s Coffee category.