Design Code-X

Gilded Cursive

Image for Gilded Cursive

Crown Royal pack

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.

Castel d’Ajac XO pack

GILDED CURSIVE” NORM: Gold and cursive convey the idea of a luxury experience. The attempt is to signal a quality of experience above and beyond the price point.

Seagram’s VO Gold pack

GILDED CURSIVE” FORMS: Gold pack detail; often against black background. Gold crests — suggesting traditional, inherited luxury. Gold accents in advertising and site imagery.

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

Tags: CODE-X