Fi is a smart dog collar with a suite of smartwatch-like tools. Fi’s aim is to not tame your dog, but let them be more free. We developed a branding that celebrates natural canine energy and athleticism.
We picked YWFT Pakt because it was sporty and serious, but slightly imperfect. Instead being perfect and invisible, a few imbalanced letterforms give it a bit of frantic energy that works well for the brand. The secondary typeface, DIN 2014 Narrow, lets us to keep the sporty, condensed spirit in more functional, smaller applications like body copy.