Belly Restaurant is a fictional nose-to-tail restaurant located in Chinatown in Los Angeles. The establishment was named "Belly" because so much of this dining experience depends on the belly— one feeds his/her belly, one feeds on bellies, desire originates from the gut, and guts are required to experiement with nose-to-tail eating.

 

The visual identity makes use of leftover scraps of paper, packages, graphics, etc— embodying the restaurant's philosophy of putting "scraps" to good use.