Au Bon Marché (ABM) has officially begun rolling out its new brand identity, marked by the introduction of two signature colors—Ocean Blue and Tropical Green—across its stores, platforms, and services.
Following the announcement, ABM has started a series of upgrades, including store refurbishments, a refreshed website, new staff uniforms, updated store signage, and newly branded fleets, with more enhancements still underway.
The new branding draws inspiration from Vanuatu’s natural environment and cultural identity. Ocean Blue reflects the pristine seas that connect islands and communities across the country, while Tropical Green represents the nation’s rich, lush forests and deep connection to the land.
While the look may be new, ABM emphasized that its core values remain unchanged. The company’s commitment to customer service and community continues to guide its operations as it grows and evolves.
As ABM moves forward with its transformation, the goal remains clear: to reach new heights and serve more customers across Vanuatu—while staying true to the people it serves.