The strategy was to create a refined, simple but unique and even quirky or mysterious identity. Something that wouldn’t overpower the room or dishes, only compliment it. We knew we needed to represent both the Surf and the Turf without ever using those terms. No visuals of actual wishbones, no mascots. We settled on the idea of Aerial photographs showing natural and man made patterns, closeup photos of waves, close-up shots of produce or meat so it was almost abstract and an artificial pattern or graphic treatment. This represented the duality of the concept. The yin and yang.