Indian Food Giant Adani Wilmar Debuts New Logo and Branding

Brand agency bluemarlin has developed a fresh corporate identity for AWL Agri Business (AWL), which ranks among the top ten food multinationals globally.

Formerly known as Adani Wilmar, the Indian business is believed to be stepping into a new era of leadership focused on rapid growth under its rebranded name.

“At the heart of the new identity is the metaphor of a river confluence – a place where waterways merge and move forwards as one. The new identity symbolises the seamless energy between farmers, industries and consumers,” says the design team at bluemarlin.

Adding: “The idea of ‘sangam’, a sacred meeting of rivers, aligns the brand with themes of integration, nourishment, resilience and shared prosperity.”

“The new logo uses flowing forms inspired by rivers to suggest continuity, momentum and connection,” further explains Samantha Dumont, executive creative director at bluemarlin.

The wordmark’s fluid and interconnected design is complemented by a gradient palette featuring shades of teal and aqua, which the designers claim evoke “optimism, energy, and standout appeal”.

The latter is paired with an additional palette of natural, earthy shades that are said to symbolise agriculture and the riverbanks.

“AWL’s new identity speaks to its roots and reach,” says Andrew Eyles, co-founder and CEO of bluemarlin. “It respects its role in feeding millions of households every day, while opening the door to innovation and global expansion.”

Also included in the new identity is a new brand manifesto – ‘For a Healthy Growing Nation’.

The new look will be introduced on packaging, digital channels, corporate documents, manufacturing locations, employee touchpoints, and store environments.

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