Dockside Kitchen Restaurant Branding

A bay-side dining experience in Ocean City, NJ. Crab cake Benedicts, coffee and lobster brunch combine with the salt air resulting in a truly unique atmosphere for locals and visitors alike.

This was a full scope branding project that developed over a year or so: it covered everything from small touch-points like custom straws, to developing a brand font. It was tons a project with a truly playful vibe with one goal - to create a space that tourists and locals felt welcomed and celebrated.

Robert and the minds at HMRX wanted to make sure that anything that might be photographed and posted on social media had a high chance of including the Dockside Kitchen branding.

Wrapping the paper straws in the brand pattern was a great way to create a "oh!" moment with customers.

Within the brand we created a Sunset Dinner Club with membership cards. In a dry town, this was also a way to allow a BYO dinner.