«Felis» is a ukranian team of women who teach self-defense and judo courses to other women. The name was inspired by the African cat species - Felis nigripes, which is the smallest of the genus. 60% of the attacks of this female cat are fatal, which conveys the brand's core values: «You don't have to be big and strong to attack your opponent».
The colors were chosen based on associations and competitor analysis:
blue is associated with sports and used by many other brands, orange conveys the spirit of resistance and fight, and white - associated with honor and calmness.
The main font Yerk creates a sense of confidence due to its massiveness, while the complementary Inter serves more as an informative font due to the absence of serifs and easy readability.
«Felis» wants to create a safe space for women and professes the principle «by women for women».
The team believes that every woman has the power and ability to fight back and will be pleased to help find a way for each of them to realize this potential.
Thank you for watching :)
