Caramelo Hotels is a new adult-only hotel brand developed for Globales, the leading hotel chain in the Balearic Islands. Embracing the founding concept and positioning of the “sweet spot”, the brand is created for travelers seeking the perfect balance of quality and price, reimagining the Mediterranean hospitality with a unique mix of comfort, authenticity, and accessibility. The name is also inspired by this concept, as “Caramelo” (from Spanish – “estar a punto de caramelo”: to be at the optimal point or moment for the desired end) evokes warmth and sweetness, forming the basis for a vibrant and emotionally engaging identity. The visual and verbal identity blends Mediterranean vitality and wittiness with contemporary sophistication—through soft typography, rich colors, sensorial design, and a clever tone of voice.

From naming and strategy to identity, motion, and digital execution, every element was crafted to express a joyful, refined experience that feels both modern, authentic and unforgettable. “Stay sweet, stay Caramelo” captures the spirit of a brand designed and brought to life to welcome its guests in the Mediterranean sweetness.