I change gears and begin to focus on the only thing that does change and changes (usually) daily: "Lunch of the Day" in the Coffee Shop. Even recording this daily as best I can, does not seem to be leading me anywhere. At least not at this moment in the recording of history.

It is not until later on in the communication design that I have my epiphany as to what the signs are NOT telling us about the food being sold. As Boss Paul said in Cool Hand Luke, "What we have here is a failure to communicate!"