Evrooptika — was a both designer and brand optics store in a high-luxury segment that keenly needed refreshment and rebranding. But the new brand — Spex — is also focused on wealthy and high status people. That is why the new identity has to be matched with product's premiality and positioning of the brand. We have used a text symbol as the main logo and it’s most recognizable element have been used as the abridged version of the logo. We have used a visual language of minimalism and forms simplicity, though the color scheme gives us a clear view of premium product segment on the market.