Design Code-X

King Me

Image for King Me

Jermaine Dupri for Courvoisier

The CODE-X series catalogs a vast codex of 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.

Stock 84 pack

KING ME” NORM: Communicating a luxury experience — the idea that this spirt is fit for a king. Royalty suggests endless leisure and the finest goods. Everything you desire may be yours: It’s good to be the king..

Hartley pack

KING ME” FORMS: Crowns, usually gold; jewel encrusted. The color purple has had royal associations for centuries. Royal crests — overlap with GOLD & CURSIVE code. Royal symbols — lions, unicorns, griffins. “Reign on”; “What do you get the man who really had everything? You get him ‘The One’ made for a king” (Crown Royal); “The cognac of Napoleon” (Courvoisier).

From a 2016 study of the STATUS SYMBOL space — within the Brown Spirits category.

Tags: CODE-X