Editorial website design for a fire-cooked steakhouse

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Editorial website design for a fire-cooked steakhouse

Ember and Bone, a New York steakhouse built on open-fire cooking and dryaged beef, needed a site with its dining room’s warmth and restraint.

Industry

Food and Beverage

Service

Website UI/UX Design

Timeline

5 Days

Website

Ember and Bone, New York steakhouse

[ 01 - OVERVIEW ]

Overview

Project Overview

Ember and Bone is a New York steakhouse built around a single method: everything is cooked over open flame and every cut is dry-aged for forty-five days before it reaches the table. The restaurant needed a website that could carry that same sense of ritual and restraint online, guiding a visitor from the fire and the process to the menu, the team behind it, and a booked reservation. itcroc LLC designed an editorial site that reads more like a considered dining experience than a listings page

[ 02 - PROBLEM ]

Problem

The Challenge

A steakhouse selling a forty-five-day aging process and an open-hearth ritual has to make an
intangible, sensory experience readable on a page, without falling into the generic restaurant
template of a hero photo, a menu PDF, and a contact form. The site needed to hold a detailed
menu with real prices, a four-person kitchen team, and a full walk-through of what a night at
the restaurant actually feels like, while keeping the pacing calm enough to match a slow,
considered dinner rather than a fast-food order flow

[ 03 - DERECTION ]

Direction

Project Goals

Set the pace of the page to match the restaurant, alternating dark, moody sections with
warm, open ones instead of one continuous scroll.
Show the forty-five-day ageing process and open-flame method as a named part of the story, not a caption under a photo.
List the four core cuts with real prices and short, specific descriptions, so a diner can judge value before booking.
Introduce the kitchen team by role, so the fire feels tended by real people, not staged for the camera.
Walk a first-time visitor through what a night actually looks like, arrival to no rush, before
asking them to reserve.

[ 04 - OUTCOME ]

Direction

The Solution

Navigation named for the room
The Fire, The Cuts, The Chef, and Visit replace the usual About, Menu, Team, and Contact, so
the site sounds like this restaurant from the first four words a visitor reads.

Dark and light sections set the rhythm
The page alternates near-black, fire-lit sections with soft, warm-neutral ones, so scrolling feels
closer to moving through a dining room, from bar to hearth to table, than reading a spec page.

A four-item menu, priced and specific
Bone-in Rib-eye, Chateaubriand, Tomahawk, and Picanha each carry a one-line description and
a price between $34 and $78, so a visitor can cost out the evening before asking for a table.

A four-panel night, not a testimonial
You arrive, a glass first, the cut carved, no rush: four short cards replace the usual guest-review
block, describing the actual sequence of a visit instead of asking a stranger to vouch for it.

Let’s Discuss Your Next Digital Experience

Tell us about your project, goals, or challenges — we’ll get back to you with ideas, timelines, and the best next steps for your business.

Contact Information

Email:

support@itcroc.com

Phone:

+1 (681) 353-4501
+880 9611677578

Address:

United States:
1209 Mountain Road Pl NE, Ste N, Albuquerque, NM 87110, USA

Bangladesh:

House 20 (1st Floor), Block B, Road 2, Banasree, Dhaka 1219, Bangladesh.