CHOOLAAH INDIAN BBQ
YUM FOR EVERYONE
W|W designed the integrated branding for Choolaah Indian BBQ, with 7 locations in Philadelphia, Pittsburgh, Cleveland, and Sterling, VA. Operated by Wholesome International, Choolaah represents a restaurant entry into the fast-casual category with plans to expand the operation globally. Via the creative collaboration, W|W designed the Choolaah visual identity system (logo, standards), the brand style guide & toolkit, and the initial website (custom design and development using WordPress). The comprehensive style guide covered all brand touch-points, from the environment (facade, signage, decor) to the menu to advertising to merchandising to digital/website and everything in between.
![Choolaah logo pattern](/media/W1siZiIsIjIwMTYvMDEvMDYvNzJwNXF1bjRncl9DaG9vbGFhaF8yX0xvZ29fUGF0dGVybi5naWYiXV0/Choolaah_2_Logo_Pattern.gif)
ENVIRONMENT
W|W worked closely with Choolaah and its architect to ensure the physical space delivered a compelling, integrated experience that was aligned with the restaurant's branding. W|W encouraged Choolaah to take a fresh approach to the existing building structure, particularly regarding key architectural features, signage, and entrance. W|W also recommended that the iconic tandoors be visible, playing an influential role in the interior design. All touch-points were considered, including the menu wall, spice jar installation, and seating booths & tables.
![Choolaah interior image](/media/W1siZiIsIjIwMTYvMDEvMDYvNmJsbXVnNXg4ZV9DaG9vbGFhaF8zX0ludGVyaW9yLmpwZyJdXQ/Choolaah_3_Interior.jpg)
INTEGRATED BRANDING
W|W's integrated design approach to Choolaah's branding ensured that the organization's promise and personality were carefully incorporated into the voice, tone, and visuals of all signals. Everything, including merchandising, website, point-of-sale, advertisements, packaging, educational & nutritional content, are squarely aligned behind Choolaah - a dining experience that's like nothing you've ever tasted before. Yum.
![Choolaah marketing and point of sale materials](/media/W1siZiIsIjIwMTYvMDEvMDYvNGh5NDU2dmtrel9DaG9vbGFhaF81X01hcmtldGluZy5qcGciXV0/Choolaah_5_Marketing.jpg)
![Choolaah advertisements](/media/W1siZiIsIjIwMTYvMDEvMDYvNzJxNXJwbDl1aV9DaG9vbGFhaF82X0Fkcy5qcGciXV0/Choolaah_6_Ads.jpg)
![Choolaah frisbee](/media/W1siZiIsIjIwMTYvMDEvMDYvNXFuZHRmY3F2NF9DaG9vbGFhaF84X0Rpc2MuZ2lmIl1d/Choolaah_8_Disc.gif)
![Choolaah gift card](/media/W1siZiIsIjIwMTYvMDEvMDYvMW9oNGl0anp2cl9DaG9vbGFhaF85X0dpZnRDYXJkLmpwZyJdXQ/Choolaah_9_GiftCard.jpg)
![Choolaah website home page](/media/W1siZiIsIjIwMTYvMDEvMDYvODU4YzE3N2hheV9DaG9vbGFhaF8xMF9XZWJzaXRlLmpwZyJdXQ/Choolaah_10_Website.jpg)
![Website nutrition calculator](/media/W1siZiIsIjIwMTYvMDEvMDYvNnEyeHJvajdkMF9DaG9vbGFhaF8xM19OdXRyaXRpb25fV2Vic2l0ZS5qcGciXV0/Choolaah_13_Nutrition_Website.jpg)
![Website nutrition calculator mobile](/media/W1siZiIsIjIwMTYvMDEvMDYvMXFwMzcxb2Q0N19DaG9vbGFhaF8xNF9OdXRyaXRpb25fV2Vic2l0ZS5qcGciXV0/Choolaah_14_Nutrition_Website.jpg)
![Choolaah cups](/media/W1siZiIsIjIwMTYvMDEvMDYvMjFjbWcxdTN4c19DaG9vbGFhaF8xNV9DdXBzLmdpZiJdXQ/Choolaah_15_Cups.gif)
![Choolaah biryani photograph](/media/W1siZiIsIjIwMTYvMDEvMDYvOGtoaG0zeXFwZ19DaG9vbGFhaF8xNl9CaXJ5YW5pX1Bob3RvZ3JhcGh5LmpwZyJdXQ/Choolaah_16_Biryani_Photography.jpg)
![Choolaah biryani t-shirt](/media/W1siZiIsIjIwMTYvMDEvMDYvODlvZDhkeXhteV9DaG9vbGFhaF8xN19CaXJ5YW5pX1NoaXJ0LmpwZyJdXQ/Choolaah_17_Biryani_Shirt.jpg)
![Choolaah food photography on website mobile](/media/W1siZiIsIjIwMTYvMDEvMDYvYWdlbTAzaTE2X0Nob29sYWFoXzE4X1Bob3RvZ3JhcGh5X01vYmlsZS5qcGciXV0/Choolaah_18_Photography_Mobile.jpg)
![Choolaah contact cards](/media/W1siZiIsIjIwMTYvMDEvMDYvNXBnZndkN2l4N19DaG9vbGFhaF8xOV9DYXJkcy5qcGciXV0/Choolaah_19_Cards.jpg)