Fresh Source aims to leverage technology to become the leading agri-supply chain platform in the MENA region, by changing the way fresh goods are sourced, moved and sold. Fresh Source has built a strong network of thousands of producers and hundreds of businesses, such as restaurants, hotels, online retailers and traditional retailers supplying them with their fresh fruit and vegetable needs. The company is scaling at a rapid pace and is now serving major customers across 11 Egyptian cities.

The founders discovered that roughly 30% of Egyptian crops are lost due to poor post-harvesting, storage, and transportation, jeopardizing the country’s food security. These producers oversee the majority of Egypt’s agricultural production, but due to the high number of middlemen in the supply chain and a lack of transparency, they lose approximately 80% of their potential income. FreshSource handles the complete fresh food value chain such as, transportation, storage, and packing in cold storage and packing facilities. We provide producers with better consistent pricing and sell to the market at a reduced rate. Fresh Source’s mission is to create more sustainable fresh food systems through data & technology to transform the lives of producers, businesses, consumers and improve the planet.

Ants & Elephants revamped Fresh Source’s brand identity by incorporating the same colour palette and elements found in the icon used in the previous logo, to create a new refreshed and own-able icon that represents a leaf. The icon is adapted across the idenitity to create recognizability and a symbol of trust. Fair Trade, Earth Friendly and Freshness are three pillars that are part of Fresh Source’s brand DNA. To celebrate the ingredients and produce Fresh Source provides its clients, we developed custom illustrations that are abstractly visualized to create a bright and cheerful system to the new brand identity. An iconography system was developed to introduce the values and benefits that Fresh Source represents.