When the Hilton Daytona Beach Oceanfront Resort completed an extensive makeover, Rowell Creative was called on to implement a branding campaign and identity design for the hotel and its various food & beverage outlets. As a part of that assignment, naming and identity of the signature restaurant was developed to capture the upscale, yet casual atmosphere of this oceanfront venue. The "Doc Bales Ark", is a rare shell found along the shores of the mid Atlantic and Caribbean.