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.
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.
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.
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.
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.
Senior Verbal Strategy Consultant at Labbrand
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