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.

“LIVE LARGER” NORM: Don’t just spice up your food — shake up your humdrum routine!

“LIVE LARGER” FORMS: Sense of everyday life transformed by flavor. Tonality is that of a friend who worries that you’ve fallen into a rut. Brand as your own cheerleader: “Let’s do this.” “Live Más.” “It’s time to sauce up your summer.” “We always bring the flavor.”

From a 2020 study of the Excite & Delight space — defined as “Adding oomph to our daily routine.”