a beacon of inspiration



Owned by Adani Wilmar, Fortune became one of the highest selling cooking oil brands in India within just 18 months of its launch in 2000. Over the years, the brand had expanded its portfolio to include other cupboard essentials, as well as a range of ready-to-cook products, but was in need of an identity that matched its ambitious vision for the future.


Bluemarlin worked side-by-side with the team at Fortune to translate consumer and market insights into powerful visual assets. The challenge was to create an expression that reflected Fortune’s integral place in the traditional kitchens of India as well as its role in the country’s evolving culture.

the results

With stronger brand differentiation as well as an expression that clearly establishes Fortune as category experts, owners at Adani Wilmar have high expectations and believe the redesign will contribute significant growth in revenues in the next 3-5 years.

Modern Indian women are powerful and energetic multi-taskers that want to live their lives on their own terms. We wanted to capture this progressive quality in the design.

in the words of the client

“We were delighted to partner with bluemarlin as they bring a unique strategic approach to the table. The refreshed identity reflects the new explorer mindset of the brand and its vision to inspire a new generation of household cooks. By uniting the portfolio, it strategically sets the course for Fortune’s growth in the future.”

Mr. Angshu Mallick, Deputy CEO, Adani Wilmar


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