BRANDING

Problem: Captain Hook, he’s the bad guy right?
Captain Hook scares children and tried to kill Peter Pan!!
Although ‘Captain Hook’ is a strong identity, the exterior branding and general themed items seem to be very sparse, subtle and weak.

Suggestion:
If one is to be so bold as to use such an infamous character as a brand image, then one should at least be gregarious with the branding and the themes to bring that character to life, or change tack and opt for a more subtle, generic theme.