Kayanee has officially embarked on an ambitious journey to become a world-leading, tech-driven wellness company focused on women’s health and lifestyle in Saudi Arabia.
A powerful concept that focuses on future generations’ health and lifestyle through fitness, sportswear, and personal and therapeutic care, as well as nutrition, diagnostics and wellness education for women, we were proud to support this initiative in developing its F&B offering.
With careful consideration of Kayanee’s diverse brand world, TGP International set out to conceptualise and deliver a core component of the company’s vision—to champion the health and nourishment of a new generation of Saudi women through inspiring spaces, products, and experiences.
THE BRIEF
Amid Saudi Arabia’s ongoing transformation under Vision 2030, the Kingdom’s Public Investment Fund has established Kayanee as a vehicle for promoting the quality of life for women in the Kingdom.
Chaired by HRH Princess Reema Bint Bandar, Kayanee adopts a female-focused approach to all its services, prioritising mental, physical and social health.
As part of this goal, TGP was commissioned to develop the brand’s core F&B concept through our advisory services, framing Kayanee’s approach to its food and drinks products, developing its extensive menu and providing ongoing operational management.
Working within the brand’s existing concept framework rolled out across multiple verticals, the challenge was to ensure its F&B component not only aligned with the overarching narrative of Kayanee, but also added strength and impact in its own right.
THE KAYANEE BRAND
Born in Saudi Arabia, Kayanee’s vision is to inspire and enable the balanced fitness of all women, helping them find the sweet spot between what the mind wants and the body needs.
Elements of movement, heritage, functionality and beauty are key to the brand’s look and feel, with a sense that, although new to the market, the Kayanee brand is rooted in something older and eternal.
Elements of movement, heritage, functionality and beauty are key to the brand’s look and feel, with a sense that, although new to the market, the Kayanee brand is rooted in something older and eternal.
Not a purely modern or trend-led brand, but a sophisticated encapsulation of a new and ambitious generation of Saudi women who are witnessing a huge amount of change and growth take place in their nation, yet still cognisant and proud of their shared history.
Positioned as a brand that supports, guides, and inspires across several areas of lifestyle and wellness, each sub-brand, from its fashion retail line and educational hub to its fitness centre and F&B products, would need to work together harmoniously.
DEVELOPING KAYANEE’S F&B CONCEPT
Kayanee's F&B concept is a holistic approach to female-focused, health-forward dining, designed to nurture both body and mind for optimal performance.
Emphasising functional ingredients and science-backed supplements tailored to female wellbeing, the café offers a balanced approach to healthy indulgence.
The menu features a variety of everyday healthy meals, approachable favourites, and indulgent yet nutritious options, suitable for different diets and lifestyles. Whether enjoying a vibrant juice or antioxidant-rich smoothie for breakfast, or savouring protein-packed snacks and hydration elixirs, Kayanee ensures every dish and drink is crafted with the customer's wellbeing in mind.
We sought to blend the perfect combination of superfoods, fruits, nootropics and functional foods that would be just a satisfying as delicious—promoting a well-being routine without sacrificing flavour.
The venue’s café was a central component of our strategy, providing a focal point for socialising, recovery and nourishment. This was supported through elements such as strong meal personalisation with options that cater to a range of different diets and lifestyles, as well as a complementary service style that is warm and welcoming, to provide an extra layer of comfort for guests.
Strong product knowledge was highlighted as key due to the specialty ingredients found on the menu, as well as a level of expertise in offering advice and guidance on selecting meals and products for specific goals.
As such, we sought to blend the perfect combination of superfoods, fruits, nootropics and functional foods that would be just a satisfying as delicious—promoting a well-being routine without sacrificing flavour.
Touching on the brand’s “fitness through movement” concept, the menu was also designed to offer strategic benefits for both pre and post-workout, including recovery shakes, protein-rich snacks, energising smoothies and fibre-packed treats for unbeatable on-the-go goodness that nourish both body and soul.
Our overarching ethos for Kayanee’s food offering was to deliver eats, treats and drinks that would leave guests energised, healthy and balanced, to follow their own inner beat.
DESIGINING THE SPACE
At Kayanee, we chose to cultivate an atmosphere of serenity, sophistication, and hospitality, seamlessly complementing both the apparel section and the fitness studios.
The space boasts a curated selection of virtual merchandise, supplements thoughtfully arranged in a beautiful layout, and a distinctive food retail offering that captivates the eye. Richness in presentation intertwines with a contemporary aesthetic, inviting patrons to explore and indulge.
Given the venue’s highly refined aesthetic and attention to detail, Kayanee’s F&B offering also follows suit with highly considered presentation and variety coming through in the café’s menu. This includes a captivating display of freshly prepared meals on show at the counter, enticing visitors to complete each experience at Kayanee with something delicious.
While the salad counter beckons with vibrance, freshness and abundance, accents of colour can be found throughout the entire physical space too, while retail shelves are strategically positioned to convey value, ensuring a visually rewarding experience for every visitor as well as products that are substantial and satisfying to consume.
TEAM RECOGNITION
We give thanks to a few key players in the conception and delivery of this incredible project, including Maddy McLeary, Georges Saiby, George Gkolemas and Nenad S, Yasmijn Baas.
