KetoMayo

The idea

James is on keto — a way of eating that cuts carbohydrate almost to nothing and gets its energy from fat instead. It rules out most of the pantry, and the condiments shelf worst of all: no ketchup, no sweet chilli, no barbecue sauce. Mayonnaise is one of the few things left standing, because it's mostly oil. It's also, let's be honest, a bit bland.

The usual answer is to flavour the food. His was to flavour the mayo — smoke the oil over wood first, then make the mayonnaise with it. Same condiment, entirely different thing.

The making

That's what he's working on now: the smoke, the oil, the blend, and how to get it consistent enough to put in a jar. It's a food product being developed in the way the studio develops everything else — try it, taste it, change one variable, try it again.

The site

An interactive single-pager that walks you from wood smoke to oil infusion to the final blend, with the smoke drifting across the screen as you scroll. It's built to be rebuilt: as the product firms up, the site changes with it. The ambient scene above is a small tribute — the smoulder, the smoke, and the bottle that catches it.