{"id":3005,"date":"2026-04-21T17:52:34","date_gmt":"2026-04-21T15:52:34","guid":{"rendered":"https:\/\/somosusted.com\/?post_type=project&#038;p=3005"},"modified":"2026-04-21T17:52:35","modified_gmt":"2026-04-21T15:52:35","slug":"caldea-4","status":"publish","type":"project","link":"https:\/\/somosusted.com\/en\/project\/caldea-4\/","title":{"rendered":"Caldea"},"content":{"rendered":"\n<p><em>Caldea<\/em> opened its doors in 1994. A thermal center with capacity for over 2,600 people a day and one of Andorra&#8217;s most recognizable brands. For 30 years, that was enough. But <em>Caldea<\/em> needed to change.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" width=\"1920\" height=\"1080\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-01.jpg\" alt=\"\" class=\"wp-image-2805\" srcset=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-01.jpg 1920w, https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-01-1280x720.jpg 1280w, https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-01-768x432.jpg 768w, https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-01-1536x864.jpg 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<p>The concept of wellness had become more sophisticated, young audiences were seeking experiences rather than services, and the brand had become stuck in the past. The first step was to invest time in exclusively strategic work, which we carried out together with our colleagues at <em>Mucho<\/em>. Before thinking of a single piece of communication, we needed to redefine what <em>Caldea<\/em> was.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" width=\"1920\" height=\"1080\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-02.jpg\" alt=\"\" class=\"wp-image-2811\" srcset=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-02.jpg 1920w, https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-02-1280x720.jpg 1280w, https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-02-768x432.jpg 768w, https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-02-1536x864.jpg 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<p>The answer: a temple of good living, in the broadest sense of the expression. A place where pleasure and health coexist and blend until they become indistinguishable. A space to reconnect, individually, as a couple, or as a family. More than a thermal center, a philosophy of life with its epicenter in Andorra.<\/p>\n\n\n<div class=\"html\">\n<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe src=\"https:\/\/player.vimeo.com\/video\/1179506728?h=f18e89cf7d&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"Caldea - Fluye\"><\/iframe><\/div><script src=\"https:\/\/player.vimeo.com\/api\/player.js\"><\/script>\n<\/div>\n\n\n<p>From that strategy was born &#8220;<em>Flow<\/em>.&#8221; A concept that starts with water but goes far beyond it. To flow is an act of soft rebellion: to reject everything that goes against your own instinct. No obligations, no rules, no impostures. Not to think. To let yourself drift, effortlessly, toward what your body asks for. To move from one state to another with absolute naturalness. To be radically free.<\/p>\n\n\n\n<div id=\"gallery-block_4007019dec0358f6ed1291985e2abceb\" class=\"gallery-block w-full\">\n\n    \n\n\t\t<div class=\"cursor-carousel relative\">\n\t\t\t\n\t\t\t\t<div class=\"carousel \">\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-03.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-04.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-05.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-06.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t<\/div>\n\n\t\t\t\t<div class=\"xl:hidden h-8 flex items-center justify-center text-center whitespace-no-wrap pt-3\">\n\t\t\t\t\t<span class=\"image-indicator title-5\"><\/span>\n\t\t\t\t<\/div>\n\n\n\n\t\t\t\t<div class=\"absolute cursor-left hidden\"><\/div>\n\t\t\t\t<div class=\"absolute cursor-right hidden\"><\/div>\n\n\t\t<\/div>\n\n\t  \n\n<\/div>\n\n\n\n\n<p>A concept that transcends <em>Caldea<\/em> to connect with people&#8217;s everyday lives. Because flowing is not something you do only within a thermal lagoon. It&#8217;s a way of being in the world.<\/p>\n\n\n\n<div id=\"gallery-block_c06d8ce1791c384cddbce7ad2eb30305\" class=\"gallery-block w-full\">\n\n    \n\n\t\t<div class=\"cursor-carousel relative\">\n\t\t\t\n\t\t\t\t<div class=\"carousel \">\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-07.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-14.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-12.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-08.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-13.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-10.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-11.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-09.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t<\/div>\n\n\t\t\t\t<div class=\"xl:hidden h-8 flex items-center justify-center text-center whitespace-no-wrap pt-3\">\n\t\t\t\t\t<span class=\"image-indicator title-5\"><\/span>\n\t\t\t\t<\/div>\n\n\n\n\t\t\t\t<div class=\"absolute cursor-left hidden\"><\/div>\n\t\t\t\t<div class=\"absolute cursor-right hidden\"><\/div>\n\n\t\t<\/div>\n\n\t  \n\n<\/div>\n\n\n\n\n<p>The concept was accompanied by a new tone of voice that organized and gave personality to all the brand&#8217;s communications, facilitating the work of all its communication partners. The photographic archive was also completely renewed with a new art direction. Discover <a href=\"https:\/\/wearemucho.com\/work\/caldea\" target=\"_blank\" rel=\"noreferrer noopener\"><em>here<\/em><\/a> the visual identity project.<\/p>\n\n\n<div class=\"html\">\n<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe src=\"https:\/\/player.vimeo.com\/video\/1179516472?h=1f3ab8843c&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"Caldea - Invierno\"><\/iframe><\/div><script src=\"https:\/\/player.vimeo.com\/api\/player.js\"><\/script>\n<\/div>\n\n\n<p><em>Caldea<\/em> stopped looking like a spa to become a place with magic.<\/p>\n\n\n<div class=\"html\">\n<div style=\"padding:68.61% 0 0 0;position:relative;\"><iframe src=\"https:\/\/player.vimeo.com\/video\/1179519888?h=e91020a3bd&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"Caldea - Julieta - ES\"><\/iframe><\/div><script src=\"https:\/\/player.vimeo.com\/api\/player.js\"><\/script>\n<\/div>\n\n\n<p>Two years of work. Three campaigns. One coherent concept. And this hasn&#8217;t ended. In this time we&#8217;ve shown that a brand with 30 years of history can change without betraying itself. That aspirationality is not at odds with authenticity. And that when you find the right concept, everything that comes after <em>flows<\/em>.<\/p>\n","protected":false},"featured_media":2861,"menu_order":0,"template":"","project_type":[22,25,26,28],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Caldea | Usted<\/title>\n<meta name=\"description\" content=\"Reposicionamiento de marca a trav\u00e9s del concepto &quot;Flueix&quot; y campa\u00f1as de pulicidad con spots para TV exterior de gran formato y digital\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/somosusted.com\/en\/project\/caldea-4\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Caldea | Usted\" \/>\n<meta property=\"og:description\" content=\"Reposicionamiento de 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