WHERETOGETPAPERPLANES.COM
Greatness Is A Process is the Paper Planes tagline. It says that greatness is a sequence you move through rather than a state you arrive at or a thing you are given.
The mark is an American flag folded into a paper plane, representing arriving somewhere mentally before arriving physically.
The vocabulary of hustle was available and the brand did not use it. Process implies stages, sequence and something with a shape, a thing you can be partway through and still be doing correctly.
On product, in the brand's own naming, the schema for this site carries it as the organisation's slogan, and in how the catalogue is built.
Every shop, address and detail is in the full guide, and the store map covers 21 states.