From 1960 to 2000 the development of individual house building in Brittany was boosted by an architectural style that was supposed to convey an otherwise threatened identity. However, in the last decade, the promotion of the individual home has rested on the kind of geometric unadorned shapes that were once regarded as a negation of local identity. This encourages us to question the mechanisms behind the desire for an individual home and the intentions of the authorities as they strive to respond to this desire.