Meaning of the Brand
Gran Manitou, derived from the centuries-old Quebecois term “Grand Manitou”, means 'head honcho', or the 'big boss'. When separated from its European meaning, 'Manitou' in the Anishinaabe language holds strong spiritual meaning, as “an object or spirit of reverence.”
The 'big boss' that bears its likeness in our logo is Big Lonely Doug. Canada's second-tallest Douglas Fir tree, Big Lonely Doug is one of the last of its kind. Taller than a twenty-story skyscraper, Big Lonely Doug is the sole surviving tree in a vast stand of ancient old-growth forest that was leveled in 2011. The 1,000 year-old tree towers above the clear-cut fields near Port Renfrew, BC. While he appears lonely, he is a unifying symbol in our resolve to protect the ancient wilds that remain.
Big Lonely Doug casts a long shadow by day, reminding us of the irreplaceable forests we've lost. But by night, softly illuminated by the silver of the waning moon, we're reminded of what magic we still have deep in the forests and the valleys of the world.