London and Mumbai – bluemarlin, the brand acceleration agency, has unveiled a progressive new corporate identity for AWL Agri Business, marking a significant shift for one of the world’s top-ten FMCG food multinationals.
AWL Agri Business (formerly Adani Wilmar Ltd) is entering a new phase of leadership, focused on accelerated growth under its new name and branding. The change reinforces its ongoing commitment to progress and its standing as a market leader for the past 25 years.
After winning the strategic and creative pitch, bluemarlin aimed to ensure that AWL’s transition and design went far beyond a simple rebrand – it needed to serve as a reaffirmation of purpose and a bold step into the future, positioning the company as a forward-thinking enterprise ready to make an even greater impact on India’s agribusiness sector.

Creative strategy for AWL’s evolution
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. Just as rivers sustain the nation’s agricultural strength and link its diverse cultures, so too does the core philosophy of integration and connection guide every step of this brand refresh, from cultivation to consumption.
The idea of ‘sangam’, a sacred meeting of rivers, aligns the brand with themes of integration, nourishment, resilience and shared prosperity. It reflects not only what AWL delivers, but what it enables – a future where sustenance fuels progress.
Confidence and advancement
“The new logo uses flowing forms inspired by rivers to suggest continuity, momentum and connection,” said Samantha Dumont, Executive Creative Director at bluemarlin. “The overall design is forward thinking in its execution against its competitive set, conveying the progressive nature of AWL. It also reflects the company’s ability to adapt while remaining linked to its roots.”
The fluid and connected nature of the wordmark is teamed with a vibrant gradient palette of teals and aquas, which brings optimism, energy and standout appeal. It’s complemented by a secondary palette of natural, earthy tones that represents agriculture and the riverbanks.
Imagery inspired by India’s wonderful heritage grounds the whole corporate ID in tradition while presenting a forward-looking image. And every design element communicates stability, reliability and progress.
“AWL’s new identity speaks to its roots and reach,” said 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.
“It was a privilege to lead this transformation, building on our earlier rebranding work for Fortune, one of AWL’s flagship brands.”
From rebrand to movement
AWL’s products – everyday staples like edible oils, rice and pulses – are central to Indian life. The new brand identity develops this role, showing food not only as sustenance, but as a catalyst for community and national development.
The new brand manifesto – ‘For a Healthy Growing Nation’ – reinforces AWL’s mission to support India’s physical and emotional well-being through nourishment.
Next steps
The new brand will be rolled out across packaging, digital platforms, corporate materials, commercial and manufacturing sites, employee touchpoints and retail spaces. Future phases include motion identity, brand guidelines and a global communications rollout.
“This rebrand is more than a new look – it’s a clear statement of who we are and where we’re heading,” said Mr Angshu Mallick, CEO of AWL Agri Business. “We’re celebrating 25 years of nourishing households across India and we’re stepping into a new chapter. One rooted in trust, driven by innovation and committed to building a healthier, more connected future for all.
“bluemarlin‘s strategic thinking on our corporate positioning has led to a rich articulation of our proposition, giving us an emotive language and a striking identity that amplifies the real benefits we bring to our customers, consumers and the nation’s wellbeing every day.”