Kehu is the proposed identity for a sandwich bar that focuses to bring a ravenious, edgy homie midnight feeling. The concept of this sandwich bar is from my food memory of snacking a slice of cheese with bread in the middle night at my home. The feeling to sneak out, walk slowly, open the fridge slowly; to avoid my family waken up in the middle of the night because of me.

I want to deliver those feelings in the “Kehu” branding identity. The name “Kehu” is from a translation word for cheese in Indonesian. To make it simpler for Westerners to pronounce, I also convert the letter “j” to “h”. The idea of this bar is to have an edgy vibe but not a fancy expensive bar (still affordable price). It is towards the middle-standard bar.