Aimstyle positioned Dockside not as a standalone restaurant, but as a natural pause within the wider journey of the park: a place to dock, refuel, and continue the adventure. The brand narrative was built around a character-led concept rooted in maritime exploration, allowing Dockside to speak to both children and adults without dividing the brand. Inspired by port-side references and designed for real-world conditions, the visual system balances playfulness with clarity, ensuring durability, legibility, and consistency across packaging, menus, and on-site applications.
Rather than competing with the energy of Yas Waterworld, the brand complements it by creating a seamless extension of place, story, and experience. The result is an F&B brand that feels inherently connected to its location, built for its environment, and inseparable from the adventure around it.