Client — Formé Wellness · Riyadh, Saudi Arabia
Rebranded.Raised Prices 40%.Sold Out in 60 Days.Featured in Vogue Arabia.
How Infinito Marketer transformed a "generic yoga studio" into the most talked-about premium wellness sanctuary for high-performing women in Riyadh — in six weeks, from the inside out.
Price Increase
+40%
raised within 2 weeks of rebrand
Classes Sold Out
60 days
100% capacity post-rebrand
Press Coverage
Vogue
Arabia feature, secured organically
Franchise Enquiries
3
unsolicited, within 90 days
— 01 · The Situation —
The product deserved premium pricing. The brand couldn't support it.
Formé Wellness is a female-founded boutique Pilates and wellness studio in Ar Rabi, Riyadh — one of the most competitive premium women's fitness markets in the Gulf. The offering was genuinely exceptional: small classes, internationally certified instructors, customised reformer machines, pre/postnatal sessions, deeply personal studio culture.
Recognised by What's On Saudi Arabia, LIST, and Time Out Riyadh as one of the best Pilates studios in the Kingdom. The product was already premium. The brand was not.
The visual identity looked like every other yoga studio. Generic green-and-white. No brand voice. No strategic positioning. The founder knew she was undercharging — but had no brand to stand behind a price raise. Every price concession confirmed the brand's mediocrity, not its generosity.
“Infinito didn't just redesign our logo. They found who we actually are — and gave us the confidence to charge what we're worth.”
— Founder, Formé Wellness · Riyadh
— 02 · The Approach —
From yoga studio to sanctuary. From fitness product to identity statement.
Strategic Repositioning
From "a yoga and pilates studio in Riyadh" to "a sanctuary for high-performing women in Riyadh." Found the unclaimed white space: no premium wellness brand in KSA was speaking to ambitious women at the intersection of performance and rest.
Color & Logotype System
Moved from generic green/white to a proprietary palette: warm terracotta, heavy cream, near-black. Hand-drawn custom logotype — not a typeface selection. The slight imperfections carry the brand's personality.
Photography Direction
Brief: women in motion, not in pose. Natural light. Warm tones matching the palette. No stock-fitness aesthetic. Reformer machines as design objects. Studio details over performance shots — capturing what it feels like to be inside, not how it looks from outside.
Brand Voice — 4 Tonal Pillars
Grounded (not spiritual). Honest (no aesthetic overstatement). Ambitious (matches the client's register, doesn't soften). Feminine but not soft (warmth without sentimentality). Every line passes that filter or it doesn't ship.
— 03 · The Results —
Price Raised
+40%
within 2 weeks · zero pushback
Studio Capacity
100%
sold out in 60 days · waitlist formed
Press Coverage
Vogue
Arabia feature · organic, no PR
Franchise Enquiries
3
unsolicited · within 90 days
— Client Testimonial —
★ ★ ★ ★ ★
“Infinito didn't just redesign our logo. They found who we actually are — and gave us the confidence to charge what we're worth. The business changed overnight.”
Founder, Formé Wellness
Ar Rabi, Riyadh · Saudi Arabia