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.
“SPIRIT ANIMAL” NORM: An old-school Brown Spirits code connecting the brand to a particular animal — and that animal’s characteristics (e.g., strength, ferocity, wildness).
“SPIRIT ANIMAL” FORMS: “Too good to keep cooped up” (Wild Turkey); “Swarm” (Jack Daniels T Honey); “It was worth every sting” (Jim Beam Honey); “Give ’em the bird”.