Jewelstudio, an upcoming brand in Mumbai is functionally optimized precision camera for jewellery photography. Designing their Brand identity was summoning yet gratifying. Our task as a specialize graphic design studio into branding and identity development was to envision the brand elements and its future implications. At Brij design studio our approach has always been to use minimalistic elements in a logo concept that could communicate the complete brand identity with ease. This logo concept was crafted, taking the center letter S, with a futuristic approach where the brand will serve as the heart and soul of the industry for jewellery photography. A combination of EYE + S helps us to arrive to an inwards action resulted approach which is centrist towards the eye, thus focusing on photography as a major strength of the brand. Here we are taking S as the two hands supporting and taking care of the product. The inner symbol has been introduced in the letter S which looks like camera lens as well as an eye.