Redi manufactures safety kits, emergency response kits, disaster supplies, etc. Our target audience is the family matriarch that wants to protect their family/friends. Our customer is not an extreme "prepper" but just the average person that wants an easily accessible safety kit that goes above and beyond the typical kits. Our kits are premium and made with quality supplies. I associate our product as "yeti coolers" or "Rtic coolers" of the safety kit market. I like the simplicity of their logos and similar companies.