Mahsoul is a fresh food company focused on fruits and vegetables, with a strong emphasis on selection and inspection to ensure consistent quality and reduced pesticide residue. The brand identity was designed to communicate trust, freshness, and supply reliability reflecting partnerships with agricultural farms and the ability to provide a broad produce range that meets market needs within Saudi Arabia. The identity also aligns with core values highlighted in the brand direction: high Quality, integrity, sustainability, and efforts to reduce environmental footprint, supported by a customer service approach that responds quickly to orders and varied supply requests.