{"id":86281,"date":"2024-04-15T11:25:02","date_gmt":"2024-04-15T15:25:02","guid":{"rendered":"https:\/\/www.rbcroyalbank.com\/en-ca\/?post_type=rbc_my_money_matter&#038;p=86281"},"modified":"2024-06-07T14:20:01","modified_gmt":"2024-06-07T18:20:01","slug":"north-water-elevated-co-founders-share-how-theyve-built-their-brand-from-the-ground-up","status":"publish","type":"rbc_my_money_matter","link":"https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/business\/get-inspired\/business-success-stories\/north-water-elevated-co-founders-share-how-theyve-built-their-brand-from-the-ground-up\/","title":{"rendered":"NORTH Water Elevated Co-Founders Share How They&#8217;ve Built their Brand from the Ground Up"},"content":{"rendered":"<div class=\"wp-block-rbc-single-article-header\">\n\t<section class=\"section-grey cover pad-t-hlf\">\n\t\t<div class=\"section-inner w-half w-mob-full centered-margin cover section-grey pad-tb-0\">\n\t\t\t\t\t\t\t<div class=\"inline-block pill-container pill-taxonomies\">\n\t\t\t\t\t<div class=\"mar-b-hlf mob-mar-b snipe pill is-style-blue-pill\">\n\t\t\t\t\t\t<a class=\"primary-taxonomy\" href=\"https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/topic\/entrepreneur\/\">\n\t\t\t\t\t\t\t<span>Entrepreneur<\/span>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<h1 class=\"mar-b-hlf mar-t-0 mob-pad-lr-hlf h2 has-black-color\">NORTH Water Elevated Co-Founders Share How They&#8217;ve Built their Brand from the Ground Up<\/h1><p class=\"mar-b-0 mob-pad-lr-hlf author-text\">By Royal Bank of Canada<\/p>\t\t\t\t\t<div class=\"featured-image-wrapper pos-rel\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"782\" src=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2024\/04\/North-CoFounders-Headshot.png?quality=80\" class=\" cover-image  wp-post-image\" alt=\"NORTH Water Elevated Co-Founders\" srcset=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2024\/04\/North-CoFounders-Headshot.png 2417w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2024\/04\/North-CoFounders-Headshot.png?resize=300,229 300w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2024\/04\/North-CoFounders-Headshot.png?resize=768,587 768w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2024\/04\/North-CoFounders-Headshot.png?resize=1024,782 1024w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2024\/04\/North-CoFounders-Headshot.png?resize=1536,1173 1536w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2024\/04\/North-CoFounders-Headshot.png?resize=2048,1564 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t<\/section>\n\t<div class=\"article mar-t-dbl\">\n\t\t\t\t<section>\n\t\t\t<div class=\"section-inner socials-section\">\n\t\t\t\t<div class=\"top-socials-bar mob-mar-b-hlf\">    <div class=\"social-links mob-mar-b-hlf mob-mar-t-hlf\">\n            <a class=\"social-button-wrapper sharing-custom sharing-email\" href=\"mailto:?subject=NORTH Water Elevated Co-Founders Share How They&#8217;ve Built their Brand from the Ground Up &#038;body=Hi, I thought you might be interested in this article from RBC My Money Matters: https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/business\/get-inspired\/business-success-stories\/north-water-elevated-co-founders-share-how-theyve-built-their-brand-from-the-ground-up\/\">\n        <img decoding=\"async\" src=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/plugins\/rbc-blocks\/assets\/img\/icons\/icon-email.svg\"\n          alt=\"envelope icon\">\n        <span>\n          Email        <\/span>\n      <\/a>\n      <div class=\"social-button-wrapper sharing-copy-wrapper\">\n        <button class=\"sharing-custom sharing-copy\" data-url=\"https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/business\/get-inspired\/business-success-stories\/north-water-elevated-co-founders-share-how-theyve-built-their-brand-from-the-ground-up\/\">\n          <img decoding=\"async\"\n            src=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/plugins\/rbc-blocks\/assets\/img\/icons\/icon-related.svg\"\n            alt=\"copy icon\">\n          <span id=\"sharing-copyUrl-Label\">\n            Copy URL          <\/span>\n        <\/button>\n        <input type=\"text\" class=\"sharing-copy-text\" aria-labelledby=\"sharing-copyUrl-Label\">\n      <\/div>\n    <\/div>\n  <\/div>\n\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section>\n\t\t\t<div class=\"section-inner w-half w-mob-full centered-margin pad-tb-0 mob-mar-t-hlf mob-mar-b\">\n\t\t\t\t<p class=\"cover-pub-line text-xs mar-b-hlf\">Published April 15, 2024 \u2022 8 Min Read<\/p>\t\t\t<\/div>\n\t\t<\/section>\n\t<\/div>\n<\/div>\n\n\n\n<section class=\"wp-block-rbc-section-block  pos-rel\" style=\"border-radius:0px\">\n<div class=\"wp-block-rbc-section-inner-block  section-inner w-half w-mob-full\" style=\"border-radius:0x\">\n<p><strong>With thoughtful strategies around branding, pricing, packaging and distribution, NORTH is experiencing strong, steady growth while remaining true to a vision founded on Canadian values and showcasing Canada to the world.<\/strong><\/p>\n\n\n\n<p><a href=\"https:\/\/drinknorthwater.com\/pages\/our-story?view=ourstory\" target=\"_blank\" data-dig-id=\"LP-86201-722246c2\" data-dig-category=\"LP\" data-dig-action=\"link click\" data-dig-label=\"NORTH \" rel=\"noreferrer noopener\" class=\"rbc-link-format\">NORTH <\/a>is a Calgary-based company co-founded by Saawan Logan and Linda Cheung. Both immigrants to Canada, they met while working in corporate roles in the oil and gas sector. At similar stages in life and career, they were at a point where they wanted to explore entrepreneurship. \u201cI reached a point in my career where I wanted to change and desired to create something meaningful,\u201d says Linda in a recent conversation. \u201cSaawan and I simply started talking about trying something new.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How NORTH was born<\/h2>\n\n\n\n<p>When thinking about potential business ideas, Saawan kept coming back to being inspired and awed by the \u2018Canada factor\u2019 \u2013 one that conjures up images of the Canadian Rockies and the beauty and purity of the north. Linda was firmly on board. \u201cWe are big fans of Canada,\u201d she says. We wanted to give something back to showcase the country.\u201d Sourced from the Canadian Rockies, <a href=\"https:\/\/drinknorthwater.com\/pages\/our-story?view=ourstory\" target=\"_blank\" data-dig-id=\"LP-86201-a2b81f4b\" data-dig-category=\"LP\" data-dig-action=\"link click\" data-dig-label=\"NORTH \" rel=\"noreferrer noopener\" class=\"rbc-link-format\">NORTH <\/a>is comprised of pure glacial melt that is naturally high in alkalinity and vital minerals. It is packaged in a reusable aluminum bottle that is purposefully designed to reflect the spirit of Canada and the company\u2019s values of quality and sustainability. It is water elevated to a whole new level.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A purposeful naming, branding and distribution strategy<\/h2>\n\n\n\n<p>When you look at the world stage, there are limited water options that represent Canada. \u201cWe buy water from Fiji, France, Switzerland. In Canada, we have the third largest reserves of freshwater \u2013 we should be proud of these resources and what we have to offer,\u201d says Linda, explaining that before NORTH came along, there was little Canadian representation in the water market.<\/p>\n\n\n\n<p>With a uniquely and purely Canadian product, Linda and Saawan set out to create a brand that proudly represents the country. \u201cStarting with the name, we gave a lot of thought to how we wanted to position ourselves. NORTH came about because it feels cold and pristine, which is a glacial source. And, we wanted a one-word name that no matter where you are in the world or what language you speak, you would have no trouble saying it and the meaning would be consistent,\u201d explains Saawan.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">NORTH is water held to a higher standard<\/h2>\n\n\n\n<p>Their branding exercise then extended to their packaging. Knowing that introducing another bottled water product to the market in plastic was not the answer to curbing plastic pollution, they began researching aluminum bottles. \u201cAluminum is the most recycled product in the world,\u201d explains Linda. \u201cIt can become a car part the next day, or something else the day after that. By using aluminum, we know we\u2019re not adding to the Earth\u2019s landfills.\u201d<\/p>\n\n\n\n<p>The bottle itself was designed to represent their water source, with aqua blue and white capturing the vivid colours of the mineral-rich glacial lakes that can be found in the Banff and Jasper areas of Alberta. \u201cThere is a lot more power and story behind the colours and design than just looking pretty \u2013 the bottle is designed to embody Canada in every way, shape and form,\u201d says Saawan.<\/p>\n\n\n\n<p>When they started, NORTH was the only brand of Canadian water in Canada in aluminum bottles. While being first-to-market is usually a positive thing, price became a key consideration \u2013 while a plastic bottle can cost 10 cents, aluminum is $1.00. \u201cWe knew price was going to be a challenge and that we would not succeed on a supermarket shelf beside a $1 product,\u201d says Saawan, who explains their product sells for $4 in retail stores and up to $9 in hotels. Their strategy therefore focused on hotels from the outset \u2013 their first customer was the Fairmont Banff Springs Hotel and today they distribute in high end and boutique hotels from Vancouver Island to New Brunswick.&nbsp;<\/p>\n\n\n\n<p>\u201cThere is a lot of appetite in hotel segments because their clientele demands premium products, and that\u2019s what we\u2019re offering. And, as hotels are shifting from plastics, they\u2019re looking for an alternative. We\u2019re at the right place for them,\u201d says Linda. What also works is that their bottle is refillable, and in those hotels that are adding refilling stations to meet their own sustainability goals, the NORTH bottle is an excellent option.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-group has-black-color has-light-grey-background-color has-text-color has-background is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\">Three Branding Tips for New Entrepreneurs from NORTH\u2019S Co-Founder, Saawan Logan: <\/h3>\n\n\n\n<p><strong>1. Be thoughtful about your name. <\/strong><\/p>\n\n\n\n<p>\u201cWe wanted a one-word name that no matter where you lived in the world or what language you spoke, you would have no trouble saying or spelling it, and it would have consistent meaning.\u201d <\/p>\n\n\n\n<p><strong>2. Align your brand with your values.<\/strong> <\/p>\n\n\n\n<p>Water Elevated captures the essence of NORTH. From the purity of the Canadian Rockies to the health benefits of the water and the aluminum packaging, NORTH embodies health and sustainability. Their imagery, messaging, naming and distribution strategies all ladder up to their core values.&nbsp;&nbsp; <\/p>\n\n\n\n<p><strong>3. Clearly define your market.<\/strong><\/p>\n\n\n\n<p>\u201cWe knew we weren\u2019t going to succeed on a supermarket shelf beside plastic bottled water, which was being sold at a significantly lower price point. So, we targeted hotels with high end clientele and created a unique experience.\u201d&nbsp;<\/p>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Entrepreneurial drive and passion fueled by the immigrant experience<\/h3>\n\n\n\n<p>While Linda and Saawan have unique journeys \u2013 Linda\u2019s family arrived in Canada as refugees from Vietnam in the 1980s and Saawan was born in Fiji, traveled the world in her youth and immigrated from Australia as an adult \u2013 their experiences as immigrants have helped formed their perspective as citizens and entrepreneurs. Both with successful corporate careers, Linda and Saawan each searched for more meaning, compelled to give back to the country they call home and to create something that reflected their pride in Canada.&nbsp;<\/p>\n\n\n\n<p>\u201cFor us, Canada was a new lease on life,\u201d explains Linda. \u201cWe wanted to give something back.\u201d<\/p>\n\n\n\n<p>While their experience as immigrants has powered their business, it has also presented challenges, mainly through a lack of access to strategic partners who can help NORTH attain their goal of being Canada\u2019s premium water product at a faster pace.&nbsp; \u201cSo, for us, it\u2019s always going to mean grassroots efforts \u2013 and that\u2019s okay, because we learn a lot more. It\u2019s a game of patience and perseverance,\u201d says Saawan.<\/p>\n\n\n\n<p>Their relationship with RBC, however, has proven to be a form of equalizer. \u201cRBC is introducing us and championing us to partners that we would never have access to,\u201d says Linda. \u201cThey have helped tremendously, connecting us with strategic buyers and corporate organizations. They are levelling the playing field for us.\u201d<\/p>\n\n\n\n<p>Saawan adds that RBC has been a true partner. \u201cIt is a real differentiator \u2013 it\u2019s one thing to have a bank \u2013 it is another to say that we have a partnership with someone in our ecosystem who truly wants to amplify our brand.\u201d<\/p>\n\n\n\n<p>It\u2019s been a real joy to work closely with Linda and Saawan,\u201d says Darren Henry, RBC Vice President, Business Markets \u2013 Alberta and the Territories. \u201cTheir personal journey is an inspiration for all of us \u2013 and I\u2019m sure will be for entrepreneurial newcomers. NORTH is what\u2019s possible when you think big, trust your instincts and partner with the right people.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Moving into bubbles and across borders: What\u2019s next for NORTH<\/h3>\n\n\n\n<p>Building on their success to date, NORTH is expanding both their offering and their market reach. They have started to sell sparkling water and their products are also available in cans.&nbsp;<\/p>\n\n\n\n<p>And, they are dipping their toes in the U.S. market. As NORTH expands south of the border, their relationship with RBC again plays a meaningful role. \u201cWe know we can rely on RBC in many ways,\u201d says Linda. \u201cIt\u2019s nice to have a partner that has presence in the United States, which is our natural next big market. We can do business comfortably in the U.S. because we know they have presence there. There is a lot that RBC brings to the table for us.\u201d<\/p>\n\n\n\n<p>With a goal to gain distribution in 17 states in 2024, and continue their reach across Canada, NORTH is excited to extend the connection they feel for their country to others.<\/p>\n\n\n\n<p>\u201cWe\u2019re so pleased to be able to offer Linda and Saawan RBC tools and connections that are in place to help businesses expand beyond Canada,\u201d says Darren. \u201cIt\u2019s the next frontier for NORTH and we are excited to support, advise and amplify in every way possible.\u201d<\/p>\n\n\n\n<p>For Linda and Saawan, entrepreneurship wasn\u2019t necessarily on either of their radars, but it proved a way to fulfill their desire to contribute. \u201cA business owner was never something I wanted to be, but when I found myself with a need for more and desire to live my life to the fullest, I wanted to do something I was passionate about. And I am passionate about Canada. NORTH is more than just water,\u201d says Saawan. \u201cIt is a connection, and that\u2019s what we are trying to build.\u201d<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-rbc-rbc-default-collapsible\"><p><button class=\"collapse-toggle collapsed\" data-target=\"#collapse834a1009\" data-toggle=\"collapse\" aria-expanded=\"false\" aria-controls=\"collapse834a1009\" data-dig-id=\"LP-57738-834a1009\" data-dig-category=\"LP\" data-dig-action=\"accordion closed\" action-closed=\"accordion closed\" action-opened=\"accordion open\" data-dig-label=\"Things our lawyers want you to know\"><span>Things our lawyers want you to know<\/span><span>Things our lawyers want you to know<\/span><\/button><\/p><div class=\"collapse-content collapse\" id=\"collapse834a1009\">\n<div class=\"wp-block-rbc-collapsible-inner-block collapse-inner\">\n<p>This article is intended as general information only and is not to be relied upon as constituting legal, financial or other professional advice. A professional advisor should be consulted regarding your specific situation. Information presented is believed to be factual and up-to-date but we do not guarantee its accuracy and it should not be regarded as a complete analysis of the subjects discussed. All expressions of opinion reflect the judgment of the authors as of the date of publication and are subject to change. No endorsement of any third parties or their advice, opinions, information, products or services is expressly given or implied by Royal Bank of Canada or any of its affiliates.<\/p>\n<\/div>\n<\/div><\/div>\n\n\n\t\n\t<div class=\"wp-block-tk-spacer id-32ed9f0b-392a-4cfe-aae3-335c6ff0baa4\" aria-hidden=\"true\"><\/div>\n\t\n\n\n<p class=\"has-text-align-center h5 mar-b\"><strong>Share This Article<\/strong><\/p>\n\n\n\n\t\t<div class=\"socials-block\">\n\t\t\t    <div class=\"social-links mob-mar-b-hlf mob-mar-t-hlf\">\n            <a class=\"social-button-wrapper sharing-custom sharing-email\" href=\"mailto:?subject=NORTH Water Elevated Co-Founders Share How They&#8217;ve Built their Brand from the Ground Up &#038;body=Hi, I thought you might be interested in this article from RBC My Money Matters: https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/business\/get-inspired\/business-success-stories\/north-water-elevated-co-founders-share-how-theyve-built-their-brand-from-the-ground-up\/\">\n        <img decoding=\"async\" src=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/plugins\/rbc-blocks\/assets\/img\/icons\/icon-email.svg\"\n          alt=\"envelope icon\">\n        <span>\n          Email        <\/span>\n      <\/a>\n      <div class=\"social-button-wrapper sharing-copy-wrapper\">\n        <button class=\"sharing-custom sharing-copy\" data-url=\"https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/business\/get-inspired\/business-success-stories\/north-water-elevated-co-founders-share-how-theyve-built-their-brand-from-the-ground-up\/\">\n          <img decoding=\"async\"\n            src=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/plugins\/rbc-blocks\/assets\/img\/icons\/icon-related.svg\"\n            alt=\"copy icon\">\n          <span 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mar-b-hlf\">Women led Businesses<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n<\/section>\n\n\n\n<section class=\"wp-block-rbc-section-block  pos-rel mob-pad-t-dbl\" style=\"border-radius:0px\">\n<div class=\"wp-block-rbc-section-inner-block  section-inner\" style=\"border-radius:0x\">\n<h2 class=\"wp-block-heading mar-b mob-mar-b-dbl mar-t-0\" id=\"h-read-this-next\">Read This Next<\/h2>\n\n\n\t\t\t<div class=\"related-posts-type-2\">\n\t\t\t\t<div class=\"related-post-list\">\n\t\t\t\t\t<ul class=\"grid-wpr eh-wpr\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class= 'grid-one-third grid-tb-full grid-mob-full mar-b'>\n\t\t\t\t\t\t\t\t\t\t<article class=\"col-wpr mar-b-0 mar-r-0 mar-l-0\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"postcard-img-ctr post-card-image col-md-12 col-xs-6 mob-mar-b-0 pad-l-0\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Marie-Image.png?quality=80&amp;w=1024\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Image de Marie-Astrid Dubant\" srcset=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Marie-Image.png 1918w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Marie-Image.png?resize=300,168 300w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Marie-Image.png?resize=768,430 768w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Marie-Image.png?resize=1024,574 1024w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Marie-Image.png?resize=1536,861 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-details mob-mar-b-0 mob-mar-t-0 pad-r-0 col-md-12 col-xs-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"primary-taxonomy primary-link\" href=\"https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/business\/get-inspired\/business-success-stories\/\">\n\t\t\t\t\t\tBusiness Success Stories\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/business\/get-inspired\/business-success-stories\/marie-astrid-dubant-turning-bold-ideas-into-lasting-impact\/\" class=\"card-title h4 mar-t-0\">Marie-Astrid Dubant: Turning Bold Ideas into Lasting Impact<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<\/article>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class= 'grid-one-third grid-tb-full grid-mob-full mar-b'>\n\t\t\t\t\t\t\t\t\t\t<article class=\"col-wpr mar-b-0 mar-r-0 mar-l-0\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"postcard-img-ctr post-card-image col-md-12 col-xs-6 mob-mar-b-0 pad-l-0\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"572\" src=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Aminder-Image.png?quality=80&amp;w=1024\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Image of Aminder Kaur Mangat founder of AKM Law.\" srcset=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Aminder-Image.png 1918w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Aminder-Image.png?resize=300,168 300w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Aminder-Image.png?resize=768,429 768w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Aminder-Image.png?resize=1024,572 1024w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Aminder-Image.png?resize=1536,858 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-details mob-mar-b-0 mob-mar-t-0 pad-r-0 col-md-12 col-xs-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"primary-taxonomy primary-link\" href=\"https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/business\/get-inspired\/business-success-stories\/\">\n\t\t\t\t\t\tBusiness Success Stories\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/business\/get-inspired\/business-success-stories\/akm-law-setting-a-new-precedent-for-building-a-values-driven-firm\/\" class=\"card-title h4 mar-t-0\">AKM Law: Setting a New Precedent for Building a Values-Driven Firm<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<\/article>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class= 'grid-one-third grid-tb-full grid-mob-full mar-b'>\n\t\t\t\t\t\t\t\t\t\t<article class=\"col-wpr mar-b-0 mar-r-0 mar-l-0\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"postcard-img-ctr post-card-image col-md-12 col-xs-6 mob-mar-b-0 pad-l-0\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Nicole-Piggott-Image.png?quality=80&amp;w=1024\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Headshot of Nicole Piggott, Founder and President of Synclusiv\" srcset=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Nicole-Piggott-Image.png 1906w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Nicole-Piggott-Image.png?resize=300,169 300w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Nicole-Piggott-Image.png?resize=768,432 768w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Nicole-Piggott-Image.png?resize=1024,576 1024w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Nicole-Piggott-Image.png?resize=1536,864 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-details mob-mar-b-0 mob-mar-t-0 pad-r-0 col-md-12 col-xs-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"primary-taxonomy primary-link\" href=\"https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/business\/get-inspired\/business-success-stories\/\">\n\t\t\t\t\t\tBusiness Success Stories\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/business\/get-inspired\/business-success-stories\/synclusiv-how-cultivating-an-inclusive-workplace-fuels-business-growth\/\" class=\"card-title h4 mar-t-0\">Synclusiv: How Cultivating an Inclusive Workplace Fuels Business Growth<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<\/article>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n<\/section>\n<style class=\"advgb-styles-renderer\">\n\t\t.wp-block-tk-spacer.id-32ed9f0b-392a-4cfe-aae3-335c6ff0baa4 {\n\t\theight: 96px;\n\t}\n\n\t@media ( max-width: 480px ) {\n\t\t.wp-block-tk-spacer.id-32ed9f0b-392a-4cfe-aae3-335c6ff0baa4 {\n\t\t\theight: 30px;\n\t\t}\n\t}\t\n\t\t.wp-block-tk-spacer.id-c9a4a867-bb6a-4a3e-9e38-a7338f56fb3c {\n\t\theight: 60px;\n\t}\n\n\t@media ( max-width: 480px ) {\n\t\t.wp-block-tk-spacer.id-c9a4a867-bb6a-4a3e-9e38-a7338f56fb3c {\n\t\t\theight: 30px;\n\t\t}\n\t}\t<\/style>","protected":false},"excerpt":{"rendered":"<p>Sourced from the Canadian Rocky Mountains, NORTH Water Elevated is a love letter to Canada in a bottle, with a brand designed to create a meaningful connection.  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