Fi Fi is a jewellery brand based in Paris which has the expertise in diamonds. An ideal diamond is recognised by its cut which reflects the light perfectly. The value of the diamond has been decided on its cut. Therefore cutting the diamond in its ideal measurements is considered as a major skill in the jewellery industry.
Based on this expertise, diamond cut has been taken as an inspiration for the branding.
The logo is a combination of the letter F and a diamond which has been designed at its minimal level.