The Azerbaijani food and agro-export market is evolving quickly, with a growing need for strong brand differentiation, especially in export-oriented B2B sectors. In such a fragmented product environment — where categories range from fresh produce to packaged goods — trust, consistency, and perceived quality become key brand attributes.

We identified that “naturalness” was a universal value connecting all product lines. Unlike “taste,” which is subjective and better suited for end-consumer B2C brands, “naturalness” communicates safety, origin, and quality — attributes relevant for both end-users and institutional buyers. A strong umbrella brand built on this principle could elevate individual product brands and simplify entry into new markets.

We developed NaturAll — a name that clearly and elegantly combines "natural" and "all," reflecting both product quality and brand inclusivity. It reads naturally in both Azerbaijani and English, making it ideal for international positioning. The accompanying slogan, “Best of Nature / Təbiətdən ən yaxşısı”, reinforces both natural origin and superior quality in a single, memorable phrase.

Visually, NaturAll’s identity is built around a minimalistic, modern logo where balance and clarity reflect agricultural precision and trust. The logotype features a distinctive dual-capitalization ("NaturAll") that visually breaks the word in a unique, brand-ownable way. Supporting identity elements include: 
 

1. Color Palette: Deep natural greens, earthy neutrals, and accents of vibrant produce-inspired colors create a look that is professional yet fresh.
2. Label System: Designed to be easily adaptable across multiple product types — from bulk export packaging to retail-ready items.
3. Dynamic Identity System: The flexible visual grid and pattern allow for consistent branding across a wide array of SKUs and product lines.
4. Brand Architecture: The endorsed brand model allows strong product brands like Aqrovest to retain their visibility while benefitting from the reputation and credibility of the NaturAll master brand.

By implementing NaturAll as the umbrella identity, AFI gained a scalable brand platform that supports everything from bulk hazelnuts and apples to premium jarred preserves and oils. It reflects the company’s vision of delivering only first-grade products from trusted, sustainable sources. NaturAll has provided Agro Food Investment with a coherent, premium identity across its expanding portfolio.