Dockhoppers

Seafood House & Bar

Background

The PJW Restaurant Group had proven that they could be incredibly successful with their chain of PJ Whelihan’s Bars, and in recent years the organization had begun to expand into other more focused concept restaurants. The Chop House and Kitchen 233 (the company’s high-end restaurants) were soon going to be joined by a far more approachable concept - a shore style seafood “joint.”

Approach

The owners engaged [whitepenny] to help them conceptualize and develop the brand for this restaurant. With the interior already constructed, [whitepenny] stepped into the retro, diner-style building and saw an opportunity for real brand extension. Beginning with a name that the company could uniquely own (and one that would cause a bit of intrigue), the Dockhoppers brand quickly became one that was immediately tied to the beach lifestyle - and those who were looking to have a good time. The naming strategy allowed for a range of future opportunities - from playful icons to evolving definitions - each that continue to make this restaurant just as much about its personality as it is about its fresh seafood.