Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home News Lab News Detail
Contact Us

Crocs Launches Its Chinese Tagline Created by Labbrand

As a world leader in innovative and casual footwear, Crocs is dedicated to the future of playfulness, relaxation and comfort. Its Classic Clog was instantly recognized around the world since 2002 due to the original and most iconic style. In 2020, Crocs is exploring more growth in the Chinese market, which unfolds infinite possibilities for the brand.

Unbound by trend or tradition, Crocs embraces and celebrates the uniqueness in everyone, inviting the world to “Come As You Are”, which is known as the iconic brand tagline. To further penetrate into the global market and better captivate the younger generation in China, the brand worked with Labbrand to create its Chinese brand tagline.

Labbrand created the Chinese tagline “天生自在” [tiān shēng zì zài], which reimagined core brand values of Crocs, and, at the same time, consolidated the brand identity to Chinese consumers. 

Crocs's taglines "Come As You Are, 天生自在"
Crocs’s taglines “Come As You Are, 天生自在” (source: Crocs)

The new Chinese tagline “天生自在” [tiān shēng zì zài] seamlessly resonates with the English version “Come As You Are“, conveying the key values of freedom, comfort and confidence that are embedded in Crocs. The new tagline has a natural and smooth flow of message in the short and concise narrative, which perfectly echoes with the simple and sustainable tone of the brand.

“When you are comfortable, you can do anything.” “天生自在” [tiān shēng zì zài] not only refers to the comfort brought by Crocs, but also the inherent simplicity and a sense of liberty consumers could get from their experience with the brand.

About Labbrand

Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.

About Crocs, Inc.

Crocs, Inc. is a world leader in innovative casual footwear for women, men and children. Crocs offers a broad portfolio of all-season products, while remaining true to its core molded footwear heritage. As the world leader in innovative, casual footwear, Crocs, Inc. is dedicated to the future of comfort. The original and most famous style, the Classic Clog, is instantly recognized around the world. Since 2002, Crocs has sold more than 300 million pairs in over 90 countries.

  • It has been delightful and impressive to work with Labbrand team. Our global tagline 'Come As You Are' not just delivers the literal meaning but also carries the whole brand philosophies behind. Hence I imagine our Chinese version has to be simple yet profound, universal yet distinctive. And most importantly, it has to be sustainable enough, unlike the social media contents. So it’s not an easy task. While during this explorative journey, Labbrand has demonstrated strong creativity and insights to guide the team and finally land on the most suitable choice. With the successful launch of the new Chinese tagline and new brand & product names coming soon, we look forward to more collaborations with LABBRAND GROUP in the future.

    Frankie Taylor

    Vice President & General Manager at Crocs China

  • Come As You Are' is an invitation for people to share their identity while "天生自在" [tiān shēng zì zài] not only captures the brand essence but also advocates the bold declaration that you can have both style and comfort no matter who you are or where your life takes you.

    Alva Lv

    Senior Verbal Strategy Consultant at Labbrand

  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




Labbrand Releases New Brand Design Delivering a Vibrantly Bold Identity

SHANGHAI, January 5, 2021 - Labbrand, a global leading brand consultancy, reveals its new brand identity including refreshed brand signature, along with the launch of a n…

Labbrand Wins 7 Awards at Transform Awards Asia Pacific 2017

HONG KONG, December 14, 2017 - Labbrand celebrated remarkable wins last week in Hong Kong at this year's Transform Awards Asia Pacific. Its excellent work in branding was…

Labbrand CEO, Vladimir Djurovic, Joined the Judging Panel at Transform Awards North America 2023

SHANGHAI, August 16, 2023 - Labbrand, the global brand consulting company, is thrilled to announce that CEO Vladimir Djurovic was invited to serve as a judge for the Spec…

Global Branding Company Labbrand Hosts Event to Celebrate its 10 Year Anniversary

SHANGHAI, October 15, 2015 – Global Branding Company Labbrand hosted a LABSquare breakfast seminar themed A Decade of Brand Innovations at UNDEFINE at M50 Creative Park. …

Labbrand Featured by Marketing Interactive on Chinese Tech Giant’s Logo Revamp

Last week, a day ahead of April Fools' Day, Xiaomi decided to release news regarding its slight logo tweak, where it adopted a softer, rounder contour on the corners comp…

Brand Building in China: Labbrand Gives Public Lecture about Brand Building for Greenland

Shanghai, November 9, 2016 — Immerse yourself in the realm of brand building in China as Amanda Liu, VP and Creative Director of Labbrand, shares valuable insights at the…

Labbrand Featured by BrandBerries on 6 Key Global Branding Trends And Predictions For 2023 And Beyond

As 2023 unfolds, here are six key global branding trends that will influence our industry in the future. 

Labbrand Wins Two Awards at Transform Awards North America 2018

NEW YORK, October 30, 2018 - Labbrand’s work with Voya Financial, the New York-based financial, retirement, investment and insurance company, was honored with two awards …

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject