We take inspiration from one of the most discerning animals on the planet. Loons are wild waterbirds, monogamous to one lake for life. But if the water quality declines, they abandon the lake forever.

Loons are nature’s symbol of pure water, and a powerful indicator of clean ecosystems.

They have strong family units, and defend their young far longer than most birds. They’re navigators, loyalists, and a little wild (just like us).

The saying goes, crazy as a loon, but we see their discernment as wisdom. Loonen is water so pure, it’s fit for a loon.