Underbelly

Website
for an underground restaurant. Strategy is to communicate the organization’s bohemian / industrial identity and its commitment to cutting-edge food. The site should be tongue-in-cheek about the secret / exclusive / underground elements—the organization takes its food seriously, but itself lightly. I wrote the copy, art directed the site, and designed the logo

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Mission
Remarkable food,
sweet and savory

Remarkable people,
sweet and unsavory

Inconvenient New York
outer borough locations

Industrial Revolution
ambience

Recession-friendly
adventures for
intrepid gastronomes,
curious culinarians,
and hungry rogues

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Dine
If you would like to come for dinner, please send a note to [email protected]
Tell us about yourself: your name, how you know about us, why you want to join us, how many in your party, any relevant dietary restrictions / personality disorders.

We will write back when we have
a place at the table. Please be patient; we have few seats and
fewer dinners.

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See the Underbelly Blog for deeper explorations in experimental cuisine.

excerpt:
There are many takes on Thanksgiving dinner. One is about nostalgia: cremate a Butterball turkey, whisk lumps of flour into the fat, cut open cans of translucent cranberry substance, reconstitute the stovetop stuffing, finish your loved ones with a wrecking ball of potatoes. Bury them under pie.

Another approach is elite, postmodern: set the immersion circulators, disassemble the turkey, cook bird parts separately sous vide for varying numbers of days, reassemble (with enzymes, hydrocolloids, or classical galantine or ballantine configurations; as layers, confits, forcemeats, or entirely new creations), brown in gallons of frying oil, or with a torch, or with lasers …

We attempted the middle path: turkey that looks like a turkey, but tastes strangely … good.