I love, love, love naming, as challenging as it is. Atomicdust worked with Retreat Gastropub’s owners to name and brand their new “sea and spirits concept” in the Central West End, which will open mid-2018. Yellowbelly, a “modern hideout,” will offer tropical-inspired fare, a seafood-centric menu and a beverage program focused on rum, craft beer, wines by the glass, cocktails and more.
The name not only recalls “yellow-bellied” tropical birds and fish, but the slang term for coward. While Yellowbelly promises a welcoming environment, the name is a playful dare for those who might be timid about stepping inside and trying something new to St. Louis.