Summary

Cove has been active on social media for the past two years and during this time the brand voice and creative have evolved. Cove’s current voice is factual, but human and strikingly direct. We go for thought-provoking, not abrasive. Our language and efforts are rooted in reality and science, inspiring people to see there is a better way of doing things. This voice lends itself well to our practical copy that points to Cove’s product and the need for an alternative to plastic.

We balance this practical copy with emotional lines that tug at a consumer's understanding of how their choices impact the greater world and leave them feeling hopeful and inspired for the future and our environment. In the lead up to launch we hope to further develop our voice and build a cohesive and unique narrative across brand touchpoints. We need to focus less on science communications and more around consumer-focused storytelling that leads with purpose and humanity.

Objective

Develop a succinct brand story that informs and inspires audiences on multiple levels and connects with them authentically. It should be memorable and lasting with a hint of rebellion.


Audience

We hope to reach everyone, but we know our sweet spot—the easiest market to target, large enough to drive scale—is with the Conscious Consumer (18-35), who are both values-driven and style-conscious.

Summary

Cove has been active on social media for the past two years and during this time the brand voice and creative have evolved. Cove’s current voice is factual, but human and strikingly direct. We go for thought-provoking, not abrasive. Our language and efforts are rooted in reality and science, inspiring people to see there is a better way of doing things. This voice lends itself well to our practical copy that points to Cove’s product and the need for an alternative to plastic.

We balance this practical copy with emotional lines that tug at a consumer's understanding of how their choices impact the greater world and leave them feeling hopeful and inspired for the future and our environment. In the lead up to launch we hope to further develop our voice and build a cohesive and unique narrative across brand touchpoints. We need to focus less on science communications and more around consumer-focused storytelling that leads with purpose and humanity.

Objective

Develop a succinct brand story that informs and inspires audiences on multiple levels and connects with them authentically. It should be memorable and lasting with a hint of rebellion.


Audience

We hope to reach everyone, but we know our sweet spot—the easiest market to target, large enough to drive scale—is with the Conscious Consumer (18-35), who are both values-driven and style-conscious.

Summary

Cove has been active on social media for the past two years and during this time the brand voice and creative have evolved. Cove’s current voice is factual, but human and strikingly direct. We go for thought-provoking, not abrasive. Our language and efforts are rooted in reality and science, inspiring people to see there is a better way of doing things. This voice lends itself well to our practical copy that points to Cove’s product and the need for an alternative to plastic.

We balance this practical copy with emotional lines that tug at a consumer's understanding of how their choices impact the greater world and leave them feeling hopeful and inspired for the future and our environment. In the lead up to launch we hope to further develop our voice and build a cohesive and unique narrative across brand touchpoints. We need to focus less on science communications and more around consumer-focused storytelling that leads with purpose and humanity.

Objective

Develop a succinct brand story that informs and inspires audiences on multiple levels and connects with them authentically. It should be memorable and lasting with a hint of rebellion.


Audience

We hope to reach everyone, but we know our sweet spot—the easiest market to target, large enough to drive scale—is with the Conscious Consumer (18-35), who are both values-driven and style-conscious.

Summary

Cove has been active on social media for the past two years and during this time the brand voice and creative have evolved. Cove’s current voice is factual, but human and strikingly direct. We go for thought-provoking, not abrasive. Our language and efforts are rooted in reality and science, inspiring people to see there is a better way of doing things. This voice lends itself well to our practical copy that points to Cove’s product and the need for an alternative to plastic.

We balance this practical copy with emotional lines that tug at a consumer's understanding of how their choices impact the greater world and leave them feeling hopeful and inspired for the future and our environment. In the lead up to launch we hope to further develop our voice and build a cohesive and unique narrative across brand touchpoints. We need to focus less on science communications and more around consumer-focused storytelling that leads with purpose and humanity.

Objective

Develop a succinct brand story that informs and inspires audiences on multiple levels and connects with them authentically. It should be memorable and lasting with a hint of rebellion.


Audience

We hope to reach everyone, but we know our sweet spot—the easiest market to target, large enough to drive scale—is with the Conscious Consumer (18-35), who are both values-driven and style-conscious.

Summary

Cove has been active on social media for the past two years and during this time the brand voice and creative have evolved. Cove’s current voice is factual, but human and strikingly direct. We go for thought-provoking, not abrasive. Our language and efforts are rooted in reality and science, inspiring people to see there is a better way of doing things. This voice lends itself well to our practical copy that points to Cove’s product and the need for an alternative to plastic.

We balance this practical copy with emotional lines that tug at a consumer's understanding of how their choices impact the greater world and leave them feeling hopeful and inspired for the future and our environment. In the lead up to launch we hope to further develop our voice and build a cohesive and unique narrative across brand touchpoints. We need to focus less on science communications and more around consumer-focused storytelling that leads with purpose and humanity.

Objective

Develop a succinct brand story that informs and inspires audiences on multiple levels and connects with them authentically. It should be memorable and lasting with a hint of rebellion.


Audience

We hope to reach everyone, but we know our sweet spot—the easiest market to target, large enough to drive scale—is with the Conscious Consumer (18-35), who are both values-driven and style-conscious.

Summary

Cove has been active on social media for the past two years and during this time the brand voice and creative have evolved. Cove’s current voice is factual, but human and strikingly direct. We go for thought-provoking, not abrasive. Our language and efforts are rooted in reality and science, inspiring people to see there is a better way of doing things. This voice lends itself well to our practical copy that points to Cove’s product and the need for an alternative to plastic.

We balance this practical copy with emotional lines that tug at a consumer's understanding of how their choices impact the greater world and leave them feeling hopeful and inspired for the future and our environment. In the lead up to launch we hope to further develop our voice and build a cohesive and unique narrative across brand touchpoints. We need to focus less on science communications and more around consumer-focused storytelling that leads with purpose and humanity.

Objective

Develop a succinct brand story that informs and inspires audiences on multiple levels and connects with them authentically. It should be memorable and lasting with a hint of rebellion.


Audience

We hope to reach everyone, but we know our sweet spot—the easiest market to target, large enough to drive scale—is with the Conscious Consumer (18-35), who are both values-driven and style-conscious.

Summary

Cove has been active on social media for the past two years and during this time the brand voice and creative have evolved. Cove’s current voice is factual, but human and strikingly direct. We go for thought-provoking, not abrasive. Our language and efforts are rooted in reality and science, inspiring people to see there is a better way of doing things. This voice lends itself well to our practical copy that points to Cove’s product and the need for an alternative to plastic.

We balance this practical copy with emotional lines that tug at a consumer's understanding of how their choices impact the greater world and leave them feeling hopeful and inspired for the future and our environment. In the lead up to launch we hope to further develop our voice and build a cohesive and unique narrative across brand touchpoints. We need to focus less on science communications and more around consumer-focused storytelling that leads with purpose and humanity.

Objective

Develop a succinct brand story that informs and inspires audiences on multiple levels and connects with them authentically. It should be memorable and lasting with a hint of rebellion.


Audience

We hope to reach everyone, but we know our sweet spot—the easiest market to target, large enough to drive scale—is with the Conscious Consumer (18-35), who are both values-driven and style-conscious.

Summary

Cove has been active on social media for the past two years and during this time the brand voice and creative have evolved. Cove’s current voice is factual, but human and strikingly direct. We go for thought-provoking, not abrasive. Our language and efforts are rooted in reality and science, inspiring people to see there is a better way of doing things. This voice lends itself well to our practical copy that points to Cove’s product and the need for an alternative to plastic.

We balance this practical copy with emotional lines that tug at a consumer's understanding of how their choices impact the greater world and leave them feeling hopeful and inspired for the future and our environment. In the lead up to launch we hope to further develop our voice and build a cohesive and unique narrative across brand touchpoints. We need to focus less on science communications and more around consumer-focused storytelling that leads with purpose and humanity.

Objective

Develop a succinct brand story that informs and inspires audiences on multiple levels and connects with them authentically. It should be memorable and lasting with a hint of rebellion.


Audience

We hope to reach everyone, but we know our sweet spot—the easiest market to target, large enough to drive scale—is with the Conscious Consumer (18-35), who are both values-driven and style-conscious.