FORTUNE EDIBLE OILS AND FOODS
FORTUNE EDIBLE OILS AND FOODS Incorporated in 1999, Adani Wilmar is a food processing company and a joint venture between Adani Enterprises and Wilmar International. In November 2000, Adani Wilmar launched its flagship brand ‘Fortune’ under which it produces and sells edible oils including sunflower oil, palm oil, soybean oil, mustard oil, rice bran oil, cottonseed oil, groundnut oil and vanaspati. The visual identity of the company is to convey the transformation in its structure to its customers. The new identity stives to drive three major principles - vibrancy, which represents freshness, modernity and energy; abundance, which stands for authentic taste and flavour and diversity, which reflects its food offerings beyond oils. These are encapsulated in a visual device - the Bloom. The ‘o’ in the word Fortune, has been changed for the ‘Bloom’ device, with each leaf symbolizing the multiple categories it operates in. The design was developed by a London-based agen