Brand Tone

aspirational, casual, and community-focused

Brand Values

• •Curated Quality
• •Performance and Functionality
• •Lifestyle Integration
• •Aesthetic and Style

Best Practices

• •Unify Brand Identity: The most critical step is to resolve the "tūvi" vs. "Back 9 Mafia" split. Choose one primary brand name and align all web domains, social media handles, and packaging under it. This will create a cohesive customer journey and strengthen brand recognition. The "Back 9 Mafia" could be repositioned as a specific, recurring collection name under the main "tūvi" brand.
• •Define a Core Lexicon: Create a list of on-brand words and phrases to be used consistently across all marketing materials. Include terms like "Living Well," "Sporty meets salty," "Coastal aesthetics," "Technical performance," and "Effortless style."
• •Bridge the Lifestyle Gap: Always connect the product's function to the lifestyle. Don't just sell a shirt; sell the transition from "tee time to sunset swim." Every piece of copy should reinforce the brand's promise of versatility.
• •Speak the Audience's Language: Continue to use golf slang and cultural references naturally within the copy, especially for targeted collections. This demonstrates authenticity and deepens the connection with the core audience.
• •Maintain a Consistent Voice Across Curation: When writing descriptions for third-party products, rewrite them in the tūvi brand voice. Instead of using the original manufacturer's copy, frame the product within the tūvi lifestyle, explaining *why* it was curated for the collection.

Social Perception

The perception of tūvi Brand is split due to its fragmented identity. Customers of tuvilife.com perceive it as a reliable online boutique with good quality products and service. Followers of "Back 9 Mafia" on social media likely perceive the brand as being more niche, edgy, and embedded in modern golf culture. This fractured presence dilutes brand equity and complicates marketing efforts.

Copy Examples

• •Engineered for the final putt, designed for the first drink. Our Active Performance Polo is the only shirt you need in your bag. #tuvilife #Back9Mafia #SportyMeetsSalty
• •The Weekend Is Calling. New Coastal-Ready Styles Inside.
• •From the Course to the Coast. Technical Apparel for a Life Lived Well.
• •Ditch the Clubhouse Uniform. Your game has style—shouldn't your gear? tūvi blends high-performance fabrics with relaxed California vibes for a look that's as at home on the back nine as it is at the beach bonfire. Shop the collections.
• •Meet your new go-to layer. Made from a buttery-soft cotton blend, this hoodie has enough stretch for a full day of activity and all the comfort for a well-deserved rest. It's not just a hoodie; it's a piece of your lifestyle.