PiFi is a pet wellness platform brand specializing in AI-powered smart feeders. Through this website redesign, CGICA translated PiFi’s positioning as a “Personalized Wellness Companion” into an immersive digital experience. Centered on the emotional truth that “every pet deserves to be remembered by name,” we created a warm, intimate, and humanistic online presence—where technology becomes an extension of love, ensuring pets like Max, Luna, and Marley receive personalized care even when life gets busy.

To merge PiFi’s AI-driven technology with its emotionally-driven brand narrative, creating a website that balances precision with warmth. A personalized wellness companion that uses technology to remember the details of love. To transform pets from generic beings into uniquely known individuals, called by name, understood by habit, cared for personally.

Built on the concept “Generic becomes Personal,” the design uses soft visuals, narrative-driven content structure, and intimate interactions to create an emotional resonance of being truly seen.

Inspired by the tender moments pet owners hold in their hearts: Max sneaking treats, Luna being picky, Marley eating too fast when excited. We believe technology should not be cold data, but a warm companion that remembers these little details.

The design language blends muted neutrals, soft gradients, and film-like textures to evoke a nostalgic warmth. Serif typography paired with humanist layouts adds narrative depth and intimacy to product storytelling. Balancing modern and classic aesthetics, the editorial visual style and cozy browsing rhythm communicate the brand message: “Love is personal.” Guided by emotional storytelling, the UX uses layered content reveals, dynamic scene narratives, and personalized micro-interactions to transition users from “understanding features” to “feeling the care.” Each module tells a story about love and memory, naturally building emotional connection throughout the journey.