In Normandy, I spent some time in a castle. Not as a tourist, but in a co-living: a place where people from all over the world come together, work, and find their own rhythm within the same walls. The high ceilings, wooden floors, and stone walls breathe history, while new layers are added every day.
The days begin simply: breakfast and conversations flowing in every direction. Sometimes about work or travel, sometimes about a walk, or just the small details of the day before.
Everyone contributes in their own way. Some cook, others bring music or tend the fire, someone clears the table with a smile. Sometimes we set out together – a walk through nature, a visit to a nearby village, a weekend day trip. There’s space to join in, and just as much room to follow your own path. It all feels light, as if the puzzle is being reassembled over and over again.
In the evenings, the table stretches endlessly. Family dinners where flavors and customs from different cultures blend into one. Laughter, stories, an unexpected dessert that surprises everyone – moments that quietly weave connection.
Later, we gather closer still, around the stove in the living room or outside by the fire under the full moon. The crackle of the wood, faces glowing in the light, silences that say as much as words – and then music, or a memory shared. Sometimes conversation, sometimes just presence. Both equally valuable.
Later, we gather closer still, around the stove in the living room or outside by the fire under the full moon. The crackle of the wood, faces glowing in the light, silences that say as much as words – and then music, or a memory shared. Sometimes conversation, sometimes just presence. Both equally valuable.
And all of it happens within these old walls – a place that has seen generations gather, share and add new layers to its story. The solid foundation keeps it standing, but it’s the people inside who bring it to life and make it stronger.
A brand works the same way. The identity is the base – logo, colors, typography, the visual blueprint. But it’s the experiences, the communication, the packaging, the people around it that give it energy and depth.
When both foundation and life come together, a brand becomes more than design: it becomes a lasting presence – strong in its base, yet always in motion.
