Cove is the idea of bringing traditional sushi out of restaurants and into Americans’ homes. Targeted at a sophisticated audience of 24-38, Cove places itself as a brand to be thee “it” brand in its market. It is a sushi kit all packaged into one box that can be found at your local grocers. Cove is all wrapped up in a simple wooden box, and inside is individually wrapped ingredients that are needed to make a variety of sushi. An elegant belly band holds the box together, with Cove’s signature chopstick patterns, each color palette representing a different kind of sushi. Using a clean aesthetic driven design, Cove calls out to shoppers with high–end taste. amongst all of the clutter.