Brand Tone

Proud, Authentic, Heritage-Focused

Brand Values

• •Quality Craftsmanship
• •American Heritage & Patriotism
• •Authenticity
• •Customization & Personalization
• •Family-Owned Pride
• •Customer Satisfaction

Best Practices

• •Anchor in Heritage: Always circle back to the "Made in USA," "Since 1973," and family-owned roots. Let this history inform the voice – confident, experienced, and genuine.
• •Emphasize Craftsmanship & Quality: Use descriptive language that highlights the materials, manufacturing process, and durability. Words like "handcrafted," "premium," "authentic detail," and "built to last" reinforce this.
• •Speak with Pride, Not Arrogance: The tone should convey a deep satisfaction in the product and its American identity, but remain respectful and customer-focused.
• •Storytelling over Hard Selling: Share the history of the jacket styles, the inspiration behind designs, or customer stories. This builds an emotional connection consistent with a heritage brand. For instance, when showcasing a NASA jacket, briefly mention the mission it commemorates.
• •Visual Consistency: Ensure photography and videography align with the tone – authentic, high-quality, and often showcasing the product's details or its American roots. Lifestyle shots should evoke a sense of pride and timeless style.

Social Perception

Customers generally perceive Up and Away as a provider of high-quality, well-made, and authentic-looking jackets, particularly bomber and flight jackets. The customization options are highly valued. Seen as a go-to for specific items like NASA-themed jackets and children's novelty jackets. The "Made in USA" and "Since 1973" messages resonate with customers seeking long-lasting, classic pieces.

Copy Examples

• •Headline: Own a Piece of American Legacy. Since 1973. Body: At Up and Away, we don't just make jackets; we craft heritage. Each stitch tells a story of American quality, designed by our family and made right here in the USA. Experience the difference of true craftsmanship. Call to Action: Design Your Legacy Jacket.
• •Headline: Custom Built, American Made. Your Story, Your Jacket. Body: From classic A-2s to your unique varsity vision, Up and Away offers unparalleled customization. For over 50 years, we've been the hands behind the jackets that honor heroes, celebrate achievements, and express individuality. What will your jacket say? Call to Action: Create Your Custom Masterpiece.
• •Headline: More Than a Jacket. It's a Tradition. Body: Feel the pride of authentic American manufacturing. Up and Away jackets are built to last, just like the traditions they represent. From the skies to the streets, wear a symbol of enduring quality and timeless style. Call to Action: Explore Our Heritage Collection.
• •Social Media Post (with image of a custom jacket): Text: Crafted with passion, built for stories. This custom bomber, proudly made in our New Jersey workshop, is ready for its next adventure. What dream can we help you wear? #UpAndAwayJackets #MadeInUSA #CustomBomber #AmericanCrafted #Since1973 Call to Action: Tap to Design Yours!
• •Email Subject: Inside Up and Away: The Art of the American Bomber Jacket Body: Go behind the seams with Up and Away. Discover the dedication, skill, and American-sourced materials that go into every jacket we've proudly manufactured since 1973. This isn't fast fashion; it's a legacy you can wear. Call to Action: Learn Our Story & Shop Authentic.