When long-time client Dukes Restaurants invited Jump Creative to reimagine one of Dockside Willies’ most iconic menu items for retail shelves, we jumped at the opportunity. Their beloved “Famous River Rocks” — a bucket of baseball-sized strombolis served with their signature marinara — have been a Dockside Willies staple for years, enjoyed as both a hearty appetizer and a meal in itself. It’s the kind of dish customers talk about, crave, and come back for.

The challenge was to translate that dockside experience into something customers could take home. The vision: a freezer-ready product that preserved the flavor, personality, and loyal following of the original. Inside each box, six mini strombolis nestled into an oven-safe pan, ready to bake and share. Beyond simply designing packaging, we helped shape the product’s retail identity — including the development of its playful, memorable name: “Box O’ Rocks.”

From brand strategy to shelf impact, Jump Creative led the charge. We designed the Box O’ Rocks logo and visual identity, created eye-catching, freezer-safe packaging, and developed clear, bilingual baking instructions and serving information to broaden accessibility. To support the launch, we also designed in-store table tents displayed throughout the Duke’s family of restaurants, connecting the in-house dining experience to the new take-home offering.

The result is a product that feels as authentic and crave-worthy in the freezer aisle as it does in a Dockside Willies bucket — proof that with the right strategy and creative execution, a local favorite can become a take-home tradition.