ASF or As Soleh Foods is a FMCG Distribution company that sells local snacks and beverages via home based resellers. Neu Entity ensures that the brand design and messaging empowers home based resellers.
This logo mark design is a refinement from the previous ASF logo, which carries great meaning in its symbology. We retained the significance while touching up the design to make sure the logo stays robust and extensible throughout the ubiquitous brand landscape of ASF.

The outer yellow line symbolises a protective layer around the world of togetherness, which is in turn represented by the inner circle with the blue and red tear drop shapes. The shapes are symbolic of the nature of business wherein there will be ups and downs in one’s journey through entrepreneurship.

Because ASF encourages entrepreneurship among its audience, the symbol is appropriate. The brand name is also shortened to the three letter acronym — ASF.


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