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.

“WINDING DOWN” NORM: I finish my day with coffee/tea to de-stress and re-set for tomorrow.”

“WINDING DOWN” FORMS: Part of bedtime/pamper routine, emphasis on coziness: bedtime vlog-like image with candles/books; bathtub; warm colors. Calming and gentle: “What do you like to do when you’re relaxing before going to bed?”; “The gentle sweet taste will calm you down”

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.