To a Canadian, the red and white of the flag evoke feelings of patriotism and memories of home. Canadian companies such as Lululemon and Roots have embraced the red and white into their branding, perhaps hoping the friendly, happy, and safe emotions associated with the flag’s colours will become part of their brand identity. If red and white tell a story of heart and home, Lululemon can start their story in the hearts of Canadians. Even products that have no intention of associating with Canada, simply by being red and white, allow me to project myself onto them and see the flag in them, sparking a moment of happiness.