Wellness First
Gogo No Kocha Milk Tea Plus: "You can do this – but don’t overdo it (don’t burnout)."
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.
“WELLNESS FIRST” NORM: I drink coffee to maintain my wellbeing.
“WELLNESS FIRST” FORMS: Borrowing tropes from wellness/mental health categories: Cute animals/pets/baby animals; Emphasis on balancing; Happy family, taking care of each other. Understanding and gentle tonality: “Deep Relax”, “Good Life”, “Mental, Physical, Social”, “You can do this – but don’t over do it (don’t burnout)”.
From a 2021 study of the SELF CARING (In order to thrive, you must nurture your body, mind, and spirit) territory, within Japan’s Coffee category.