Friend website

Friend is a San Francisco-based AI hardware startup company. Moving away from the clean, precise Neo-grotesques typical of 2010s Silicon Valley, the Friend website opens with Miller and Miller Display – a serif typeface family with strong print and literary connotations. Completing the look, its product visuals feature ample natural lighting, people in sportswear, and A24-esque cinematography (product trailer).

The small text (“terms & conditions”, “privacy policy”, etc.) tucked away in the corners gives away the fact that Friend is still a tech company, as it is set in Favorit – a longtime tech darling.