Fyltr was imagined as a casualwear brand for the every day — unfussy, versatile, and instinctively cool. Created under Neo Brands and sold exclusively on Amazon, it needed an identity that could be as effortless as a perfect tee and as intentional as a curated playlist.

We began with the name — a nod to clarity, selection, and distillation. Visually, we leaned into minimalism with attitude. The logo is sleek and sans-serif, but softened by subtle quirks in its letterforms. It signals youth without trying too hard. The colour system blends neutrals with sudden pops — like surprise threads in an otherwise simple weave.

Fyltr’s brand language avoids hype. Instead, it trusts its audience to get the vibe. The result is an identity that feels wearable — not just as clothing, but as culture.