Why is this change important?

Since our founding in 1997, we’ve more or less stuck with the same branding while we have grown in philosophy since then quite a lot.

We started caring not only about how we can develop the best possible products for our dogs but about the future of the human-dog connection, and our responsibility in that evolution.

Hence our aim on developing the best possible equipment for dogs has been expanded into designing the entire product experience.

However, such change must be represented by the brand’s visual language, and by our upcoming new products as well.

So we redesigned our new symbol to become much more lyrical and expressive than before while emphasizing the roots of the original K9 born in ’97.