TUF is a conceptual body and skincare line crafted for the South American men’s market—designed to compete with legacy brands like Dove Men+Care and Old Spice. This line embraces a rugged, minimalist visual identity that speaks directly to men who value strength, simplicity, and authenticity.
Built around the tagline “Fortalece tu cuerpo” (“Strengthen your body”), the brand merges raw natural elements with bold masculinity. The name TUF is a purposeful play on words—it references both the English word “tough” and “tuff,” a porous volcanic rock known for its lightweight yet resilient properties. This duality is embedded in the brand’s aesthetic, from the earthy textures in the packaging to the tactile topographic label design.
Each product—from hair fortifying shampoo to environmental defense cream—is made with 100% natural ingredients and marketed as productos para hombres (products for men), emphasizing strength through nature. The advertising campaign reinforces this message through visuals of ice climbers and rock climbers, symbolizing endurance and resilience in extreme conditions.
TUF is for men who want to care for their bodies without compromising their identity. It invites them to look good, feel strong, and stay grounded—naturally.
