Co-founder of North Saawan Logan and Linda Cheung.
NORTH, a Calgary-based company co-founded by Saawan Logan and Linda Cheung, is experiencing steady growth while staying true to its vision of showcasing Canada to the world. By thoughtfully strategizing around branding, pricing, packaging, and distribution, NORTH is setting itself apart in the market.
A Spark of Inspiration
The story of NORTH began when Saawan and Linda, both immigrants to Canada who met while working in the oil and gas sector, decided they wanted to embark on an entrepreneurial journey. "I reached a point in my career where I wanted to change and create something meaningful," Linda shared. They both felt a strong pull to start something new, inspired by the unique essence of Canada.
Birth of a Brand
When brainstorming business ideas, Saawan was captivated by the 'Canada factor'—the pristine beauty of the Canadian Rockies and the purity of the northern wilderness. Linda shared this passion. "We are big fans of Canada," she said. "We wanted to give something back to showcase the country." Thus, NORTH was born, offering water sourced from the Canadian Rockies, naturally high in alkalinity and minerals, packaged in reusable aluminum bottles that reflect Canadian values of quality and sustainability.
Strategic Naming, Branding, and Distribution
Linda and Saawan saw a gap in the market: while countries like Fiji and France were represented in the premium water market, Canada was not. "We have the third largest reserves of freshwater. We should be proud of these resources," Linda explained. They wanted a name that would be easily recognizable and meaningful worldwide. NORTH, with its connotations of cold, pristine glacial sources, was perfect.
Their packaging reflects their commitment to sustainability. "Aluminum is the most recycled product in the world," Linda noted. The bottles, designed with aqua blue and white colors, capture the essence of the glacial lakes in Banff and Jasper, Alberta. This design is more than just aesthetic—it embodies the Canadian spirit.
Overcoming Challenges with a Unique Approach
Launching NORTH in aluminum bottles was pioneering, but it also presented challenges, especially in pricing. "We knew we couldn't compete with plastic bottled water on supermarket shelves," Saawan said. Their product, costing significantly more to produce, sells for $4 in retail stores and up to $9 in hotels. Hence, they targeted high-end and boutique hotels, starting with the Fairmont Banff Springs Hotel, and expanded across Canada.
Premium Branding Tips from Saawan Logan
- Thoughtful Naming: "We wanted a one-word name that was easy to pronounce and had a consistent meaning worldwide."
- Align with Values: NORTH’s branding, from its pure water source to sustainable packaging, reflects its commitment to health and sustainability.
- Define Your Market: "We focused on hotels with high-end clientele, creating a unique experience that aligns with their premium service."
Driven by the Immigrant Experience
Linda and Saawan’s journeys as immigrants have deeply influenced their approach to business. Linda’s family fled Vietnam as refugees, and Saawan, originally from Fiji, traveled extensively before settling in Canada. Their immigrant experiences instilled in them a desire to give back and create something meaningful. However, they also faced challenges, like limited access to strategic partners.
Their relationship with RBC has been a crucial support. "RBC has introduced us to partners we wouldn’t have had access to," Linda said. "They are leveling the playing field for us," Saawan added, highlighting RBC's role in amplifying their brand.
Expanding Horizons
Building on their success, NORTH is now offering sparkling water and expanding into the U.S. market. With RBC’s support, they aim to distribute in 17 states by 2024 while continuing their reach across Canada.
“We’re excited to support NORTH as they expand beyond Canada,” said Darren Henry, RBC Vice President, Business Markets – Alberta and the Territories. For Linda and Saawan, NORTH is not just a business but a connection to their adopted country and a way to share that connection with the world.
In Saawan's words, “NORTH is more than just water. It is a connection, and that’s what we are trying to build.”
