The logo features a modern typographic arc inspired by the curve of a palm frond, echoing hospitality, abundance, and the gesture of offering. The Arabic wordmark was developed in collaboration with Arabic type designer Lara Captan, drawing from 9th-century Floriate Kufic inscriptions. The result bridges historical craftsmanship with contemporary design, culturally grounded, yet modern.

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A flexible design system supports a wide range of products, from fresh and dried dates to molasses, paste, and wholesale formats. The packaging works as a modular system: each SKU stands confidently on its own, while together they create a cohesive shelf presence. Color coding and structure differentiate types and sizes, while illustration and typography unify the range, reflecting the scale of the farm.

The wholesale shop in Riyadh was conceived as a physical extension of the brand, an honest, immersive B2B environment where product, story, and scale meet. Natural materials, warm lighting, and tactile surfaces create a space that feels modern yet grounded.

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Showcasing the full range, while integrated storytelling connects visitors to the farm’s origins and practices. At its center, a generous counter invites dialogue and long-term relationships, allowing clients to experience the products firsthand.

The visual identity tells the brand’s story with warmth, balance, and authenticity. Hand-drawn illustrations such as palm trees, dates, camels, and foliage are composed in calm, harmonious rhythms that reflect the interconnected life of the farm.

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Photography focuses on real moments across agriculture and production, showing real hands, real processes, and real landscapes in warm, natural tones.

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The identity extends consistently across packaging, print, digital applications, uniforms, and vehicles. Practical and considered, it remains approachable, trustworthy, and proudly rooted in Saudi soil.

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