Centered on dishes designed to be enjoyed with chopsticks, the brand celebrates the joy of choosing what you feel like without guilt or overthinking.

The logo combines the name “Cheat Hub” with a distinctive visual element chopsticks arranged to form a hut-like structure, subtly reinforcing the idea of a ‘hub’ while connecting to Asian food culture.

The color palette features warm yellow (#FCB12D) and rich red (#D33F27), inspired by the vibrancy of Asian cuisine where yellow reflects warmth and familiarity, and red evokes depth, spice, and bold flavor.

The pattern originates from the horizontal stroke of the ‘H’, reworked into a soft curve and inverted to create a smile. This gesture reflects the feeling of warmth, comfort, and quiet happiness associated with food.

Carried forward into the illustrations, this element appears alongside dishes like noodles, dumplings, and sushi creating a cohesive and playful visual language centered around chopstick-friendly foods.