Brand Tone

Community-centric and inclusive, humorous and irreverent, aspirational and active.

Brand Values

• •Community
• •Performance & Quality
• •Authenticity
• •Lifestyle Fusion
• •Social Responsibility

Best Practices

• •Segment Your Voice: Maintain the irreverent, humorous, golf-centric "Back 9 Mafia" voice on social media. On the tuvlife.com website, bridge that tone with the broader, aspirational "From Waves to Wedges" lifestyle message. The product pages can be more functional while still retaining a hint of the brand's personality.
• •Speak the Language: Continue using golf slang and referencing relatable game scenarios (e.g., shanks, 3-putts, the turn at the back 9). This builds authenticity and shows the brand is a true part of the community it serves.
• •Champion the Community: Actively feature user-generated content. Run contests for the "best shot" or "funniest fail" of the week and tag creators. This reinforces the "Mafia" as a community, not just a customer base.
• •Clearly Bridge the Brands: In social posts, don't be afraid to explicitly state the connection. Use phrases like, "The official gear of the Back 9 Mafia, powered by tūvi." This avoids confusion and ensures the social media engagement translates into sales.
• •Focus on the "Why": The copy should sell more than a product; it should sell an identity. It’s not just a shirt; it’s a badge of honor for someone who loves the game, appreciates the humor in its challenges, and belongs to the "mafia."

Social Perception

Audiences engaging with "Back 9 Mafia" see a relatable, community-focused golf brand. Those who discover tuvilife.com directly may perceive it as a general activewear or coastal lifestyle brand.

Copy Examples

• •We've all been there. The cart is quiet, the birds stop chirping, and your ball is heading for another zip code. Shake it off. The Back 9 is calling. #Back9Mafia #GolfLife
• •For early morning tee times and late-night range sessions. Our new hoodie is softer than a gimme putt and keeps you warm even when your game is ice cold. Fuel for the fairway. Fueled by tūvi. #GolfApparel
• •Your weekend round just got an upgrade.
• •That feeling when you silence the doubters. Tag the crew you're taking down this weekend. #Golf #FYP #Back9Mafia
• •BACK 9 MAFIA: The gear for the greatest game ever played. Welcome to the family.