Abenson is the leading 3C; communication, computer, consumer electronic retailer of the Philippine islands.  Core to this positioning exercise was to reduce one too many retail brands that were operated by Abenson, Abenson’s Avant.

Although Abensons’s Avant occupied an appropriate upscale tenant space in the internationally recognized Greenbelt development in Makati, marketing and operating a single trade up retail brand location had proven to be not commercially viable from several aspects.

The importance of product brands in a 3C retailer is obvious, however Abenson had previously given too much power to the brands at the expense of a coherent merchandise category and assortment shopping experience.  

Core to the new concept was to provide a clear, unified and dominant Abenson brand impression first and foremost.  Product brands were implemented with very specific tenant criteria for an improved and consistent multi-brand presentation that supports the overall Abenson retail brand impression.

The new Abenson’s concept is to be applied to all key existing and new locations in varying levels of implementation.

rkd retail/iQ was responsible for the strategic brief, all creative expressions: brand and environmental graphic programs and retail planning + design, construction documentation and is assisting with the roll out the program across multiple locations in Philippines.