15 Tagline Examples and simple lessons to shape your own

A great tagline can stick in your head for years. It’s not just clever copywriting—according to Ramotion, a classic line can drive recall by up to 33%. Packing everything about your brand into a single phrase isn’t easy, but you don’t have to be a mega brand to come up with a great tagline. While everybody raves about Nike’s “Just Do It,” we’ve seen (and helped) plenty of smaller and mid-size brands serve up clever and memorable lines that capture their brand and connect with their audience. So, if you’re feeling stuck in your hunt for the perfect line, take these 15 standout tagline examples as the inspiration you need to conjure the right words.

15 Brand Tagline Examples That Work

These taglines come from a wide range of industries, including everything from publishers to nonprofits (translation: not just big tech). What do they have in common? They tell you what the brand stands for in an interesting, entertaining, or unique way.

1. Coffee House Press: “Where Good Books Are Brewing”

Coffee House Press is a small, independent publisher and arts nonprofit in Minneapolis. Their line brings you right in. (Are you picturing a cozy cafe, a book, maybe a hint of conversation?) That’s not accidental. By blending coffee-house vibes with bookish charm, they invite you to join their creative community. It’s clever wordplay, sure, but none of it feels forced.

Pro tip: Play with puns if it fits. If the wordplay is natural, it’ll add personality that sticks.

2. Wounded Warrior Project: “The Greatest Casualty Is Being Forgotten”

This nonprofit offers a variety of services to injured veterans, including health care, economic support, and more. And their tagline perfectly reflects their mission. It’s not just a motto but a gut-punch of empathy. Forgetting those who served? Not on their watch. The line speaks directly to the heart. When dealing with sensitive or difficult subjects, it can be a challenge to find a tasteful tagline, but they pulled it off beautifully.

Pro tip: Authentic emotion sparks action. If people care, they act. So tap into emotional language to grab attention.

3. Course Hero: “Master Your Classes”

Course Hero doesn’t just help you scrape by. They want you to ace your toughest test. Specifically, they use the word “master,” which is active, direct, and tells students that success is within reach. A word like “master” beats “get help,” and it feels intrinsically more powerful.

For the record, we can attest that the brand follows through on their tagline promise, too. Find out how we helped them create 600 study guides to help their audience truly master their classes.

Pro tip: Use powerful verbs to inspire. The stronger the language, the stronger the emotional reaction.

4. Away: “Built For Modern Travel”

The luggage brand doesn’t promise indestructible suitcases or revolutionary wheels. They just acknowledge that travel has changed, as travelers are more connected, more mobile, and more demanding. It also communicates the inherent promise that their sleek cases will always be built for travelers’ needs (whatever that looks like)l

Pro tip: If relevant, position yourself in the present while competitors live in the past. A powerful word like “modern” can make everything else feel outdated without directly attacking anyone.

5. Travelocity: “Wander Wisely”

Travelocity has accomplished quite a feat with this tagline. While you want to keep things short, it can be incredibly difficult to pack emotion, creativity, and clarity into only two words. But this two-word tagline is perfect for a travel site that promises cheaper travel. It’s particularly impactful because “wisely” implies an inherent choice: Be foolish and pay more, or be smart and choose Travelocity. The choice is simple.

Pro tip: Shorter is always better. Also, think about using contrast to create an implied choice. When your tagline suggests the smart path, customers automatically want to avoid being the fool who chose wrong.

6. Lush: “Fresh Handmade Cosmetics”

This tagline might not seem like the most exciting, aspirational tagline for a cosmetics brand, especially when most are pitching the “beauty as confidence” angle. But it delivers their positioning and benefit in its simplest, purest form—just like their all-natural, cruelty-free products.

Lush is all about hyper transparency (every product even comes with a sticker cartoon of the person who handmade it for you), so their tagline paints the simplest picture. And with imagery-rich descriptors like “Fresh” and “handmade,” it immediately makes you want to indulge in their products.

Pro tip: When your product truly delivers something different, skip the emotional fluff and state it plainly. Sometimes the most powerful tagline is just the honest truth about what makes you special.

7. Bazaarvoice: “Meet Shoppers In All the Moments That Matter”

Bazaarvoice helps connect brands and consumers through content, building a more authentic relationship through content marketing. Ultimately, it isn’t about the content—it’s about that relationship, which is what this tagline captures. The lyrical alliteration of “meet,” “moments,” and “matter” is creative phrasing that is both pleasing to read and conjures a bit of sentimentality, helping cement that emotional connection.

Pro tip: Focus on the relationship, not the transaction. When you help people connect with each other, lead with that human element rather than the mechanics of how you do it.

8. DonorsChoose.org: “Support a Classroom. Build a Future.”

Donors Choose is a crowdfunding platform that lets the public donate to teachers in need, one class project at a time. When you support them, you aren’t just buying scissors; you’re investing in kids’ futures. Therefore, this simple tagline does a great job of painting the bigger picture by reinforcing the effect a single donation has on a larger community. While it may not feature the most flowery language, it communicates the essence of their mission.

Pro tip: Show both today’s action and the long-term effect. Think forward. Who doesn’t want to impact a future beyond what they see now?

9. BUST magazine: “The Magazine for Women with Something to Get Off Their Chests”

BUST highlights women who break boundaries, feature new artists, and speak up. Their cheeky tagline nods to the magazine’s name and their no-filter approach. It’s bold, confident, and a bit playful—just like their audience.

Pro tip: Know your crowd. A gutsy tagline works if it truly fits your readers. Otherwise, it falls flat.

10. Canine Companions for Independence: “Help Is a Four-Legged Word”

This nonprofit pairs trained service dogs with people who need them—adults, kids, and veterans. Their line takes a familiar phrase and spins it, turning “four-letter word” into something uplifting. Now, “help” has a wagging tail and a cold nose.

Pro tip: Give old sayings a twist. Familiarity draws people in, but the surprise keeps them there.

11. Casper: “The Best Bed for Better Sleep”

For mattress company Casper, strong branding has been front and center since day one. Their design, content marketing, and well-designed products have created a brand experience that is key to their success. Their simple tagline distills their brand promise—to use science, tech, and innovation to provide you with the best night’s sleep—into a simple, catchy, alliteration-heavy phrase.

Pro tip: Lead with your main benefit, not your process. Customers care about sleeping better, not the science behind it, so save the how for later in the conversation.

12. Thinx: “For People with Periods”

Thinx created period-proof panties to help eliminate the use of potentially toxic tampons and pads. Brands that make menstruation products have traditionally focused on the feminine aspect, but Thinx is unique because their tagline focuses on menstruation, not gender. (They actually included a trans man in a 2016 campaign.) Their mission is clear: to make periods easier for anyone who has to deal with them.

Pro tip: Sometimes, being direct is the boldest thing you can do, so think about the statements that will help you plant your flag in the market.

13. Luna: “Energy to Break Through”

Luna is an energy bar for active women, so this tagline perfectly encapsulates their mission. It isn’t nutrition bars they’re selling; it’s the fuel you get from those bars. “Break Through” can mean many things to many people, but that’s why it works. Whatever you’re trying to do—run a marathon, make it to carpool on time—Luna is there to help you do it.

Pro tip: Sell what your product empowers people to do. But don’t just describe it, inspire your customers with what they could accomplish.

14. Glossier: “Skin First. Makeup Second. Smile Always.”

Glossier is a beauty brand that is all about simple, effective beauty routines. They don’t overwhelm or intimidate. They believe in thoughtful design and intentional products for real people. This philosophy is perfectly encapsulated in their tagline. As they are all about basics, they know that true beauty starts with the skin, makeup is there to play with, and the final outcome is pure, simple confidence. The power of this line lies in its simplicity. We love that it almost reads like a 3-step beauty routine—a perfect presentation for the brand.

Pro tip: Mirror the way your customer thinks and acts. Glossier’s tagline structure works because it’s a process their customers already follow in their beauty routine: priorities first, enhancements second, desired outcome last. This makes the tagline feel like natural self-talk rather than marketing copy.

15. Blue Buffalo: “Love Them Like Family. Feed Them Like Family.”

Blue Buffalo believes you should treat your four-legged friends the way they deserve—and that starts with their nutrition. Thus, the brand makes high-quality pet food with good, wholesome ingredients. Their tagline captures this sentiment effectively, delivering the ultimate promise: that their foods are the best choice to keep the ones you love healthy and happy.

Pro tip: Tie your brand to relationships that matter. If you connect to people’s existing bonds, your message lands in the heart, not just the head.

Key Tagline Examples Lessons

The best taglines feel unique and clear but hit with emotion, too. After deep diving into all these examples, we can see some clear patterns emerge.

• Be clear, not just clever. Can strangers understand what you mean, fast? Wordplay works when it helps, not when it confuses.
• Go for emotion. If you make people feel, they remember. The best taglines stick because they speak to deeper desires.
• Keep it brief, make it catchy. Short, rhythmic lines are easier to recall the next day (or the next decade).
• Highlight benefits, not just features. What’s in it for the customer? Show the real-life win.
• Use creative tricks judiciously. Alliteration and parallel structure spice things up, but clarity leads the way.
• Know your audience. Speak their language. Your customers will know if you’re “getting it” or just guessing.

Note: You have to keep authenticity at the forefront. Don’t try to be something you’re not or make claims you can’t follow through on. Remember: Honesty wins.

That said, how do you turn these insights into the perfect tagline for your brand?

4 Actionable Tips to Craft Your Own Tagline

• Step 1: Start with your brand’s heart. Before you jot down a single phrase, make sure your mission, values, and promise are rock-solid. Your best tagline bubbles up from the essence, not from a blank page.
• Step 2: Brainstorm in bunches. Write a lot of short phrases—keep each to three to six words. Throw out anything generic. Only judge your list after you’ve written plenty.
• Step 3: Infuse it with benefit or emotion. Use verbs and adjectives that spark a feeling. Does your draft move the reader, or does it just explain what you do?
• Step 4: Test and tune. Ask colleagues, friends, or even customers. Notice what gets a smile or is repeated back to you. Tweak until you’re confident that it clicks. Still stuck? Try this handy messaging guide.

How to Elevate Your Brand with Effective Taglines

Remember: a great tagline is more than a string of words. It’s a rallying cry and an invitation that makes people want to engage with your brand. Take a note from these great tagline examples and follow their simple formula.

• Understand your audience.
• Get crystal clear on your value.
• Deliver it with creativity and honesty.

Of course, we know that the perfect tagline doesn’t appear out of thin air. If you want a little help, grab our free brand toolkit. It’s full of templates that’ll speed up your process, saving you from getting stuck on the “almost there” phase. Or, chat with us at Column Five about how we develop your unique brand identity.