TARDEO CLOTHING
WEBSITE
SCOPE OF THE PROJECT
PRIMARY LOGO
PACKAGING DESIGN
CLOTHING LABELS
CLOTHING COLLECTION
BUSINESS CARD
POSTER & BANNERS
PROJECT BY
ALVARO
GIRÓN ATELIER
ABOUT THE PROJECT
Tardeo is a Spanish fashion brand created for a generation that’s grown into its rhythm—those who have traded loud nights for slow afternoons, and trends for timeless ease. More than just t-shirts and sweatshirts, Tardeo designs clothing for men and women over 25 that speaks to a mindset: one rooted in comfort, cherished rituals, and a culture that values presence over performance.
Founder Pablo wanted to bring a fresh perspective to the textile world, inspired by the Spanish tradition of tardeo—the golden space between lunch and nightfall. His vision was to craft a fashion space that celebrated a slower, more intentional pace, one that resonates with those who have outgrown fleeting trends. The project set out to capture this laid-back spirit, offering a refreshing alternative to the fast-paced trends dominating the fashion scene.
PRIMARY LOGO
To capture the spirit of tardeo and translate it into a recognizable mark, the creative process began by identifying three core values to guide the visual language: castization, tradition, and roots. These values—deeply tied to Spanish culture and the ritual of slow, social afternoons—formed the foundation of the logo’s direction.
After extensive visual and cultural research into traditional Spanish bars—their signage, ambiance, and everyday rituals—a distinctive aesthetic universe was developed. Supporting elements such as bar-inspired characters, a warm color palette, and a bilingual tone blending Spanish and English helped build a world that felt both familiar and fresh.
From this foundation, the logo was carefully crafted to reflect the brand’s spirit. A custom serif typeface was chosen for its classic character and distinctive finishes—elements that evoked the retro aesthetic of old Spain while giving the brand its own unique presence. An all-caps treatment was selected to humanize the text and establish a more approachable tone, fostering a sense of closeness between brand and audience. The final touch—a diagonal composition—was introduced to add subtle movement and a dynamic edge, reinforcing the relaxed yet vibrant rhythm that defines Tardeo.
