The feel iit company is an ethical clothing store based in Cape Town, South Africa. The owner is very close to the brand, and it's message of rebirth and growth, as she is a recovering addict who is channeling her energy into this new venture. That is why it was so important to keep the brand voice as clean and simple as possible. The logo, colour palette, and imagery all have a minimalistic, clean feel that represents the purity of the brand story.