Filari

Filari Brand Guidelines · v1.0 · July 2026

Launch. Manage. Grow.

Filari is a technology and growth partner for Indian businesses. The brand should always feel: clear, confident, practical and honest — never hyped, never vague, never “unlimited”.

02 · Color

Color System

Blue is the brand. Everything else supports it. Never use more than one accent per composition; success/alert colors appear only in data and status contexts.

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{{ c.hex }} · {{ c.use }}

Usage ratio

62% white · 18% cloud · 12% brand blue · 5% navy · 3% success green

03 · Typography

Type System

Display · Headlines

Sora

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Weights 600–800 for H1–H3 and key numbers (prices, stats). Tight leading (1.05–1.2), tracking-tight on sizes above 30px.

Body · UI

Manrope

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Weights 500–800 for body, labels, buttons and chips. Body 13.5–15px, relaxed leading. Eyebrows: 11px, extrabold, widest tracking, uppercase.

Scale

H1 · 44–52px — Build Once. Improve Every Month.

H2 · 30–34px — Section headings

H3 · 17–22px — Card titles

Body · 14–15px — Supporting copy stays warm, direct and jargon-free.

Eyebrow · 11px uppercase widest

04 · UI Elements

Components

Buttons — always pill (rounded-full)

Text link →

One primary button per view. WhatsApp green is reserved for WhatsApp actions only.

Chips, badges & eyebrows

Feature chip Most popular Eyebrow label ✓ Checklist item

Chips carry plan inclusions and industry solutions. Checklists always use the green ✓.

Cards

W

Card title

Radius 24px (rounded-3xl), 1px slate-100 border, soft brand-tinted shadow, hover lift −4px.

Imagery & motion

real photography only — no stock clichés

Photography: real Indian business owners, natural light, no exaggerated stock poses. Motion (GSAP): reveals rise 28px over 0.9s power3.out; floating cards drift ±10px; never bounce content the user is reading.

05 · Voice & Positioning

Tone of Voice

✓ We say

  • “Build once. Improve every month.”
  • “A defined combination of selected activities.”
  • “The final plan is prepared after understanding your workflow.”
  • “Advertising budget is approved by you before campaigns begin.”
  • “We recommend only what you actually need.”

✕ We never say

  • “Unlimited marketing / unlimited everything.”
  • “Guaranteed #1 on Google.”
  • “All channels included” at ₹15,000/month.
  • Hidden third-party costs inside a package price.
  • One vague promise combining build, retainer and ads.

Positioning rule

Filari always sells three separate layers: one-time development, monthly growth partnership, and optional campaign & specialist services. Never combine all three into one vague promise.