When I started ONETURTLE, the world was locked down. It was the middle of the pandemic, and while everything outside stood still, I was inside building a brand that did not exist yet. A name, a logo, a story. Almost everything was there. Only the color was still missing.

I found it in a place I was not looking. On an auction site I came across an artwork by Patrizia Chiodini, from her series Color of the Word. She had made a special piece about Covid-19, in neon pink. A color that refuses to stay quiet, in a time when everything had to be quiet.

Color of the Word  is an art concept rooted in semiology, the study of meaning. Patrizia starts from two thoughts: colors do not exist, only light waves that we perceive as color. And words do not exist, only their meaning. Just as a color is built from four primary colors, she builds a word from four percentages of meaning. On the Covid-19 piece it reads: 97% unforgettable, 100% democratic, 50% so small as to stop the world, 12% January 2020.

I bid on the artwork right away and won the auction. And the longer I looked at it, the more I felt this piece was telling me a story. My story. About starting over when nothing is certain. About choosing color at the moment the world turns grey. The start of a new adventure.

That neon pink never left. It is in the logo, in the prints, in everything ONETURTLE is. Every time you see it, you see where it all began.

Protect Your Shell.
Noël