Crocs

Brand Identity · 2025

Independent concept

The wordmark built on the mould grid, parting line included.

The challenge

Explore an identity for Crocs that draws attention to the shape, surface and construction of the clog.

The solution

Mould lines and rounded forms inform the lettering, while ultraviolet and orange connect product studies, packaging and campaign layouts.

Packaging as protective equipment: cream tissue, ultraviolet box, orange seam.

A hollow ghost-mannequin coverall in ultraviolet with orange tights and white moulded clogs, posed mid-stride and standing upright on a cream seamless floor, its own construction and footwear bearing the full weight of the form. — Colour blocked head to toe; the clog carries the silhouette, standing on its own structure.

The wordmark moulded into the strap rivet, tone on tone.

The wordmark as a tonal repeat, tuned almost to invisible.

Macro of a safety orange moulded outsole showing lug geometry and a parting seam. — Outsole tread photographed like a materials sample, not a shoe.

Campaign image with THE CLOG in huge cream type behind a single white clog on a plinth beside a folded orange garment, on ultraviolet. — Type at poster scale, cropped by the object standing before it.

Two overlapping printed cards, a cream MOULDED poster over an ultraviolet clog silhouette card. — Print collateral: one flat spec poster, one ultraviolet backing card.

The pair shot flat and clinical, like a catalogue plate.

Giant cream ghost-mannequin trouser leg and ultraviolet clog resting on the studio floor in the foreground, with a small orange clog and folded coverall set on a plinth behind. — Scale as an argument: the clog treated as industrial object.

Project Information

This self-initiated concept takes injection moulding as a visual reference. Construction grids, seams and rounded letterforms shape the proposed wordmark.

Close-up studies focus on the strap fitting, tread and material surface. Other compositions present the clog beside clothing or at an exaggerated scale.

Packaging and printed pieces reuse the same colours and forms. The aim is to give product and graphic elements a shared vocabulary.

CAIO BARRETO

Creative Direction:
Caio Barreto

Design:
Arthur Rosa, João Alves

Motion & Interactive:
Renan Rosa

Strategy & Project Management:
Priscila Oliveira

Fonts:
Söhne Kräftig, ABC Diatype Mono — Klim / Dinamo

Year:
2025

Brand Identity · Concept

Self-initiated concept work. Crocs is not a client of CAIO BARRETO. Imagery generated, not photographed.