Nothing but the essentials. Minimalist design is a catalyst for an exceptional experience, encompassing manufacturing precision, material excellence, and brand quality. It captivates visually and engages haptically, intelligently distilling the essence while offering intuitively comprehensible functionality. We collaborated with ZEISS to create the Touit auto lens series for mirrorless system cameras, embodying these principles. With our design expertise, we have laid the foundation for ZEISS to uphold and surpass its legendary reputation as a German lens manufacturer from the analog era into the digital age. This partnership allowed ZEISS to further extend its influence and redefine standards in the industry, elevating the photography experience for professionals and enthusiasts alike. The Touit series showcases a design that epitomises simplicity and elegance, aligning with ZEISS's commitment to excellence.