Design Code-X

Classy Capsule

Image for Classy Capsule

The CODE-X series catalogs a vast codex of design source codes (aka “signs”) extracted from past audits.

Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted 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.


CLASSY CAPSULE” NORM: The foil is, in part, an effort to class up the package; and, in part, a signal that this is imported beer. Found on imported beers such as Samuel Smith, Stella Artois, Edelstoff Augustiner-Brau, Modelo Especial, Leffe. In the past, foil “capsules” were sometimes used on beer bottles — as they still are, often, on wine bottles — to protect the cork from getting moldy. Today, foil on beer bottles is a decorative touch. PS: Beck’s, which uses foil on the neck — but not a foil capsule covering the cap — is a former import now brewed in the US.

CLASSY CAPSULE” FORMS: Aluminum foil on a beer bottle’s neck.

Samuel Smith

(From a 2016 audit, commissioned by a global beer-brewing company, of bottle architecture and attributes.)

Tags: Beer, CODE-X, Pack Design