Feeling the need to breathe dynamism and renewal into its image, the Saguenay–Lac-Saint-Jean Creneau of Excellence in Adventure Tourism and Ecotourism entrusted Maison 1608 with the mandate to imagine a name and a brand image. built around a simple, unifying and evocative concept. At a glance, we had to be able to identify the notions of sustainable tourism and adventure, while keeping the name of the niche of excellence at the second level.
By developing the idea of “Écoaventure Boréale”, Maison 1608 has applied itself to highlighting the distinctive character of the territory of Saguenay–Lac-Saint-Jean while combining the two types of tourism in the niche. The slogans revolve around the keywords of collaboration, growth, innovation and excellence. The logo is based on the North Star, a landmark in navigation, and the color palette is inspired by boreal nature. Finally, the whole evokes the strength of a group that shines through its excellence.